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Gastrophysics: The New Science of Eating

Gastrophysics: The New Science of Eating (Hardback)

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Synopsis

'Popular science at its best' - Daniel LevitinA ground-breaking book by the world-leading expert in sensory science: Freakonomics for foodWhy are 27% of drinks bought on aeroplanes tomato juice? What's the effect of serving food on plates that are small or red or circular? Why do we consume 35% more food when eating with one more person, and 75% more when with three? This is just a small taste of "gastrophysics", the new field of knowledge pioneered by Professor Charles Spence that combines disciplines including science, neuroscience, psychology and design. Using his two decades of research into the extraordinary connections between our senses, he shows how we can create more tasty, exciting, healthy and memorable eating experiences. Above all, to get the most out of every meal, we need to think about not only what's in the mouth, but also what's in the mind.In his first trade book, Spence explores each sense, and the different kinds of meals we have, to show dozens of ways that "off-the-plate" elements affect our eating experiences: the weight of the cutlery, the placing on the plate, the background music and more. He reveals, based on his own work, how food companies and the world's top restaurants create cutting-edge technologies to do this, and how this is likely to transform the way we eat in the future. Whether you are at home or in a restaurant, eating alone or with friends, Gastrophysics uncovers the hidden ingredients available to us all that can change the way we eat -- and the way we live.

Professor Charles Spence has spent the last two decades researching how people perceive the world around themat 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, Nestle 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 Adria. 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

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