The Word Association technique has been shown to be an important tool for cognitive evaluation of the perception of food antioxidants, and the dimensions, Health, Food Safety, Preservatives, Source and Preference which arose and differentiated the stimuli. The results revealed some prior knowledge about issues related to food antioxidants, natural or not. Additionally, showed a clear potential use for natural food antioxidants by the food industry, judging by consumer perception that primarily related cognitively to positive aspects of healthy and food safety.