Consumer preferences shape demand for fish. However, empirical evidence on non-nutritional drivers of choice is scarce. This paper examines consumer preferences for intrinsic attributes of tilapia through a survey of 449 Nigerian consumers focused on red and black tilapia. The Implicit Association Test (IAT) was used to examine subconscious biases, and conjoint analysis to determine the relative importance of various fish attributes in consumer decision-making. Results from the IAT show a strong implicit preference for black tilapia, which was more closely linked to positive attributes such as freshness and taste. Color was the most influential factor in consumer decision-making, followed by production source and price. Preference patterns varied slightly by age, but not by gender or education. This paper highlights how visual biases and attribute prioritization can shape consumer demand in emerging markets. The finding insights for product positioning, species diversification and marketing strategies across similar contexts.