Food preference is not a direct function of sensory preference, it is determined by a wide range of factors and influences, some competing against each other, some reinforcing each other. This book gives detailed coverage of the measurement of all aspects of food preference, including institutional product development, context effects, variation in language used by consumers, measuring how attitudes and beliefs determine food choice, how food affects mood and mental performance, and how different expectations affect sensory perception. These concepts are of importance to those in the food industry, including manufacturers looking to develop new products, caterers looking to develop new healthier and also enjoyable meals, and retailers and growers/producers wishing to predict eating patterns. This book should be of interest to academic and industrial researchers in sensory science; product development; marketing; fragrance and flavour branches of food and beverage science; nutrition; and food psychology.