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Does eating off a red plate really curb your appetite? Can music enhance sweet flavours and deepen savoury ones? Why does a homemade Belgian double-chocolate cake make your mouth water more than a chocolate cake? And would you pay more for it? Discover the answers to these questions and more in this clever little book that draws on the latest scientific research to explain the innumerable influences behind our appetites, tastes, and eating habits.

A Belgian chocolate cake topped with a velvety homemade mousse catches your eye on the menu. The next thing you know, you've ordered it - despite the hefty price. But do you know why? Through over 40 compelling questions, this book explores how our eating decisions tread the line between conscious and subconscious, and enables us to be more intelligent about food. With expert insights that draw from psychology, neuroscience, popular culture, and more, learn to see the innumerable influences behind your diet and cravings.