New York ranks as the third-largest state for local strawberry production in the U.S., following California and Florida. In addition to traditional local and organic strawberries, hydroponically grown strawberries have recently gained popularity in New York. Researchers have also observed a notable difference in marketing strategies among strawberry producers and marketers in New York, with a growing emphasis on direct marketing channels such as retail markets and U-pick, compared to indirect marketing channels like wholesale markets. Thus, to investigate consumer preferences, researchers conducted experiments using sensory analysis and real choice experiments in a between-subjects design, with two experimental groups—one with tasting and one without. The control group without tasting experienced a lower level of inspection typical of supermarket purchases, while the treatment group with tasting engaged in a higher level of inspection akin to farmers’ markets or farm visits. Analysis using mixed logit models revealed intriguing results. In the control condition, consumers showed a strong preference for local and organic strawberries, indicating a willingness to pay premium prices. However, preferences shifted in the treatment condition, where consumers could closely inspect and taste the strawberries. Consumers no longer demonstrated a clear preference or willingness to pay more for local and organic varieties. Interestingly, preferences in the treatment group were more closely aligned with sensory evaluation ratings, indicating a gap between consumers’ initial expectations and actual experiences. These findings suggest that consumers initially favor local and organic strawberries based on beliefs and expectations. However, when these products fail to meet expectations upon closer inspection, preferences and willingness to pay are affected negatively. One implication is that farmers and vendors should prioritize understanding and meeting consumer expectations based on the varying levels of inspection available in different marketing outlets. Furthermore, regarding hydroponically grown strawberries, marketers should recognize that intrinsic attributes carry more weight in consumer preferences than extrinsic attributes. Providing detailed information about hydroponically grown strawberries can help shape positive consumer expectations and enhance their appeal. This research contributes methodologically by integrating sensory and real choice experiments, thereby addressing some of the limitations encountered in past research. Additionally, it provides practical managerial implications to producers and marketers, elucidating consumers’ shifting preferences based on the level of inspection available, as evidenced in our study.