This paper deals with three ways to assess the relation among different types of product attributes - - sensory, sensory directional, and liking. The first topic deals with the dimensionality of sensory attributes and liking, and the possibility that some sensory attributes may highly correlate with liking, where as other sensory attributes may not. Sensory attributes correlating highly with liking may, in fact, be re-statements of liking. The second topic deals with the relation between sensory attribute level and overall liking, and shows the nature of the sensory-liking curve. The third topic deals with the nature of sensory directional attributes (too much vs. too little of a sensory attribute). The empirical data for the analyses come from two studies - the primary focus on a study of a complex product, processed meat, with other illustrative data from a simpler product, carbonated fruit flavored soft drinks.

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