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Focus group interviews were performed to explore which characteristics drive consumer acceptance of pasta. A questionnaire was used to evaluate the consumer expectations of the product generated by the brand name. Consumer tests were performed in two different experimental conditions (blind and informed) to evaluate whether the knowledge of brand name affects consumer perception or not. Discrepancy between expected and blind preference ratings was found, suggesting that disconfirmation of expectations occurred for some brands. Hedonic ratings were different in blind and informed test, proving a significant effect of brand information on liking. Consumers generally moved their ratings towards expectation, revealing an assimilation effect.Experimental results showed also that the knowledge of brand name did not affect sensory attributes perception suggesting that, for dried pasta, the expectations generated by the brand name are essentially of the hedonic-based type. [Copyright &y& Elsevier]