Neuromarketing of Food

Understanding why consumers prefer certain foods requires knowledge that extends beyond traditional sensory science into neuroscience. Neuromarketing of Food examines the sensory, cognitive, and emotional dimensions of food and beverage preferences, from selection through consumption to memory formation. The book synthesizes recent advances in neuroscience to reveal the mechanisms driving hedonic responses to flavor, visual presentation, and digestion outcomes.
The book details how environmental and social factors shape eating behavior and food perception, focusing on normal consumption patterns rather than disorders. It covers neuronal correlates of eating and drinking, responses to sensory stimuli, and the role of communication in shaping food preferences. Readers gain actionable frameworks for translating neuroscience findings into food product design and marketing strategy.