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Taste in An Age of Endless Choice

Book - 2016
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From the bestselling author of Traffic, a brilliant and entertaining exploration of our personal tastes--why we like the things we like, and what it says about us.

Everyone knows his or her favourite colour, the foods we most enjoy, and which season of The Sopranos deserves the most stars on Netflix. But what does it really mean when we like something? How do we decide what's good? Is it something biological? What is the role of our personal experiences in shaping our tastes? And how do businesses make use of this information to develop and sell their products?
     In You May Also Like , Tom Vanderbilt dives deep into this complex and fascinating world. He explores the physiology of eating to reveal how our taste buds, which can only recognize five tastes, interact with our olfactory systems and our memories to create an astounding array of flavours. He shows how difficult it is, even for experts, to pinpoint exactly what makes something good or enjoyable, and how companies like Netflix can make or lose millions based on their ability to predict what we will enjoy. Like his bestselling book Traffic, Vanderbilt's new book takes us on a stimulating and surprising intellectual journey that helps us better understand our world and ourselves, and the things we so often take for granted.

Publisher: New York :, Alfred A. Knopf,, 2016
Edition: First edition
ISBN: 9780307402622
Branch Call Number: 153.83 Van
Characteristics: viii, 305 pages


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Apr 19, 2019

I highly recommend this book for anyone involved in selling and visual merchandising or any marketing-related decision-making. A fascinating read. I listened through the audio book after reading David Sax's _The Revenge of Analog_ and thought that the two books complemented each other if this book is read second.

Jul 01, 2016

Fascinating. It discusses both why we like the things we do (it often comes down to familiarity), and why we should try to evaluate them using more criteria than just like vs. dislike. The subtitle is a little misleading: the "endless choice" aspect isn't much discussed. But it will definitely affect how I regard new foods, fashion, and art from now on.

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