This work focuses on how the expectation created by the label influences the consumer's acceptance and willingness to purchase low-fat Uruguayan cheeses. Six commercial low-fat cheeses were evaluated by a group of consumers who rated their expected liking by observing the label and the degree of liking on tasting the samples under blind and informed conditions. To identify the underlying relationships between product attributes and consumers' personal beliefs motivating their purchasing decision, laddering interviews were performed with another group of consumers. Results indicated that the label had a positive or neutral effect on consumers' hedonic perception. When hedonic expectations were not fulfilled, assimilation took place, either completely or incompletely, indicating that positive consumer expectations had a positive effect on acceptability ratings of these cheeses. For consumers, the two main components influencing the final decision on purchasing Uruguayan low-fat cheese were trust and expected pleasure. The brand, appearance and previous knowledge of the product were the characteristics on the label with most impact on consumers. In addition, certain brands and images on the label elicited differentiating responses, like the sense of natural or traditional manufacture, which motivated some consumers to purchase the product.