The Shape of Taste

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The best food and beverage experiences have the power to move us. But why do some create a deep and lasting impact on us, while others just fall flat? In The Shape of Taste, renowned food psychologist Chris Lukehurst explains how it's our emotional experiences, rather than just textures and flavors, that shape our responses to what we consume. With over 20 years' experience working with leading global brands, Chris introduces his Shape of Taste model, which illustrates the intricate connection between our sensory experiences and emotional responses, whilst offering crucial insights into harnessing these to develop more compelling products and marketing strategies. An essential guide for anyone in the food industry who wants to understand the emotional drivers behind consumer behaviour, you'll discover: the powerful psychological factors that influence taste preferences and consumer behavior, how to create products that resonate emotionally with