The Shape of Taste

The Shape of Taste​

Unravelling the emotional journey behind every mouthful and how it impacts your consumers

by Chris Lukehurst

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Description

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:

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• 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.

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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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About the author

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Chris Lukehurst is a leading expert in Consumer Psychology, specializing in connecting the consumer's emotional journey with their sensorial experience and understanding the psychological drivers behind both.

 

With over 20 years of experience managing strategic projects for global brands, he helps food and beverage professionals turn complex data into actionable insights that drive product innovation and marketing success.

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Motivated by his passion for understanding consumers at a deeper level, Chris wrote this book to provide industry professionals with practical tools and strategies for connecting more authentically with their audiences. By sharing his expertise, he aims to help businesses navigate the complexities of consumer behavior and create products that truly resonate.

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Outside of work, Chris is an avid mountaineer and cyclist, having summited Mont Blanc, cycled London to Paris in 24 hours, and reached the peak of Denali.