The Shape of Taste
Unraveling the emotional journey behind every mouthful and how it impacts your consumers.
- English
- ePUB (mobile friendly)
- Available on iOS & Android
The Shape of Taste
Unraveling the emotional journey behind every mouthful and how it impacts your consumers.
About this book
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 consumers, leading to greater satisfaction, increased sales and word of mouth,
- the secrets of crafting compelling messaging that connects with consumers on a deeper level, enhancing their loyalty, engagement and enjoyment of your products.
By mastering the emotional journeys behind every bite and sip your customers take, you can develop products that not only satisfy their cravings but also forge lasting and memorable connections. Whether you're innovating flavors or refining brand messaging, this book equips you with the knowledge and tools you need to captivate your audience and create food and drink experiences that truly stand out.
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Information
Table of contents
- Foreword
- Introduction
- 1 You are what you eat
- 2 The Shape of Taste
- 3 Itās not about the best tasteā¦ itās about how it makes you feel
- 4 Itās the journey that is the essence of the brand
- 5 How the Shape of Taste helps to improve communications and advertising
- 6 Diving deeper into complexity
- 7 Belief is vital
- 8 Creating new products that consumers will love
- 9 Cultural understanding is importantā¦ but cultures are not static
- 10 Telling stories that product owners may not want to hear
- Afterword: The value of the Shape of Taste
- Bibliography