Processing information alters consumer perception and reduces the blind sensory advantage of ultrasound-treated orange juice: an integrated technological and consumer-based study

Conventional (C), pasteurized (PAST), and ultrasound-treated (US) orange juices were evaluated through integrated product characterization and consumer-based approaches. This study aimed to investigate how processing technologies affect the physicochemical and sensory characteristics, consumer perception, and acceptance of orange juice. C was associated with naturalness, freshness, and health-related attributes, and was linked to a younger, health-oriented consumer profile, resulting in the highest expected liking during packaging evaluation. PAST induced pronounced physical and aromatic changes, including reduced turbidity and viscosity, increased sedimentation, and a shift in volatile composition characterized by lower levels of fresh citrus odor-active compounds and higher formation of terpene-derived and heat-associated compounds. These modifications were reflected in atypical, bitter, and industrialized characteristics, resulting in lower blind acceptance and associations with safety and conventional processing in packaging evaluation. In contrast, US better preserved structure and aromatic characteristics, showing greater β-linalool (81% vs. 70% in PAST) retention and lower 5-(Hydroxymethyl)furfural (HMF) levels (1.20 mg/L vs . 1.50 mg/L) than PAST. Under blind conditions, these attributes resulted in higher acceptance and a sensory profile described as typical and mild. However, acceptance decreased when products were evaluated using packaging stimuli that contained processing information. Word Association revealed that the US was strongly linked to innovation and technology, but also elicited uncertainty and weaker health-related associations. Product Personality Profiling indicated a shift in the perceived target consumer toward a more sophisticated and less health-oriented profile. These findings demonstrate that processing information reshapes consumer perception and diminishes the blind sensory advantages of ultrasound-treated orange juice.