Smoked bacon is a food consumed everywhere and previous work has focused on the sensory properties and acceptability of the product. However, little attention has been given to the non-sensory factors that drive sensory and hedonic perception of this product. In this context, the aim of this work was to study the influence of non-sensory factors on consumer behavior towards smoked bacon, using projective mapping coupled with conjoint analysis. Eight visual stimuli were created using a full factorial design with three factors (convenience, healthiness, and context of consumption), at two levels each. Ninety-five consumers positioned the stimuli in a two-dimensional space considering their similarities and differences, and then, rated their expected liking and purchase intention. According to the projective mapping, consumers based the representation of the stimuli on the three factors under study, but conjoint analysis indicated that healthiness was the most important factor, followed by the context of consumption and convenience. The findings of this study may help in the selection of future strategies in the process of food development, in order to launch products with greater chance of success in the market.

熏培根是一种在世界各地消费的食品，以前的工作集中在产品的感官特性和可接受性上。但是，很少有人关注驱动该产品的感官和享乐知觉的非感官因素。在这种情况下，这项工作的目的是通过投影映射与联合分析，研究非感性因素对消费者行为对烟熏培根的影响。使用完全因子设计创建了八个视觉刺激，其中三个因子（便利性，健康性和食用环境）分别处于两个级别。九十五名消费者考虑到他们的异同将刺激放置在一个二维空间中，然后对他们的预期喜好和购买意愿进行了评级。根据投影映射，消费者基于所研究的三个因素来表示刺激，但是联合分析表明，健康是最重要的因素，其次是消费和便利。这项研究的结果可能有助于选择食品开发过程中的未来策略，以便推出具有更大市场成功机会的产品。