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The packaging colour is one of the main extrinsic factors related to sensory perception as it can alter the emotions evoked by the product and, therefore, influence the moment of purchasing a product. There are several methods used to analyse emotions, but the Temporal Dominance of Emotions (TDE) approach stands out. This method allows the study of the temporality of dominant emotions until eating a portion of the hamburger. The aim of this work was to use TDE and overall acceptance to study the dynamic of the emotions evoked by the packaging colour of hamburgers, from first sight of the packaging until eating of a portion of hamburger. The twelve attributes of emotion, determined previously via a focus group, were presented to the consumers to evaluate three different stimuli formed by three different coloured packaging (green, white and red) and the same hamburger. The results showed that acceptance …