Gastrophysics: The New Science Of Eating

Product Description

Why do we prefer to drink tomato juice on flights?
Why do we eat less when food is served on red plates?
Does the crunch really change the taste of crisps?

In Gastrophysics pioneering researcher Professor Charles Spence explores the extraordinary, mind-bending science of food. Whether it's uncovering the importance of smell, sight, touch and sound to taste or why cutlery, company and background noise change our experience of eating, he shows us how neuroscience, psychology and design are changing not only what we put on our plates but also how we experience it.Why do we prefer to drink tomato juice on flights?
Why do we eat less when food is served on red plates?
Does the crunch really change the taste of crisps?

In Gastrophysics pioneering researcher Professor Charles Spence explores the extraordinary, mind-bending science of food. Whether it's uncovering the importance of smell, sight, touch and sound to taste or why cutlery, company and background noise change our experience of eating, he shows us how neuroscience, psychology and design are changing not only what we put on our plates but also how we experience it.
Professor Charles Spence has spent the last two decades researching how people perceive the world around them at the Crossmodal Research Laboratory at Oxford University, earning him the international reputation as the expert in multisensory perception and experience design. He has popularized the term 'gastrophysics', and leads the field in this ground-breaking area of science that is rapidly transforming the way in which we all experience what we eat and drink. He has consulted for many multinational companies, including Unilever, PepsiCo, Diageo, Pernod Ricard, P&G, NestlU and Twinings, advising on various aspects of multisensory design, packaging, and branding, and has conducted research with a number of world-leading chefs, mixologists and baristas, including Heston Blumenthal and Ferran AdriO. In 2008 he was awarded an Ig Nobel Prize for his ground-breaking work on the 'sonic crisp', demonstrating how a louder crunch makes a crisp seem fresher.