Brazil has a great diversity of native fruits. However, most of them remain unknown by the Brazilian population. Due to the importance of these fruits for dietary diversification, studies are needed to predict their market acceptance. Since the recognition of visual attributes plays a fundamental role in the formation of expectations of aroma, flavor and texture of new foods, this study aimed to evaluate the association between memory and sensory expectancy of Brazilian fruits bocaiuva (Acrocomia aculeata), buriti (Mauritia flexuosa), grumixama (Eugenia brasiliensis), jatobá-do-Cerrado (Hymenaea stigonocarpa), pitanga (Eugenia uniflora), and umbu (Spondias tuberosa). Using an online survey, the research participants evaluated two photos of each fruit and they selected all attributes that best characterized each fruit according to their memories, or that best corresponded to their sensory expectations, when they had not tasted the fruits. Acceptance was performed using a 9-point hedonic scale, and interest on a 3-point scale. The Check-all-that-apply (CATA) question was used to evaluate the attributes of appearance, aroma, flavor, and texture. To obtain the sensory map of the samples, Correspondence Analysis (CA) was applied to the contingency table. To analyze the correlation between the attributes presented in relation to memory and sensory expectancy, Multiple Factor Analysis (MFA) was used. 935 Brazilian participants over 18 years old answered the questionnaire, being mostly women (80.3%), 20 - 32 years old (53.6%) and residents in the Centro-Oeste and Sudeste Brazilian regions (59.2%). There was a great similarity between memory and sensory expectancy, with high compatibility (RV coefficient = 0.835). The most influential descriptors in the sensory acceptance of the presented fruits are sour, juicy, soft, refreshing, small and astringent. Therefore, the native fruits studied showed that their appearance was able to predict their main sensory characteristics, even without being part of the participants' experiences.