The majority of new food products fail in the marketplace. The reason for this may be that liking ratings based on the sensory properties (e.g. taste, texture) of foods do not tell the whole story about food choice. Food choice is also influenced by previous consumption, emotions (e.g. happy, energetic or enthusiast) and all kind of associations (e.g. fresh or trendy) consumers attach to a certain product. In this thesis we measured emotions and associations to the sensory and packaging properties of foods. And we explored if these emotions and associations explain and predict food choice better than liking per se. We found that the combination of positive emotions, active emotions and higher liking ratings resulted in the best possible prediction of choice. Furthermore, associations consumers link with a food product also helped to understand food choice. Hence, emotions and associations may help to predict which product a consumer is going to select at the supermarket.