Freakonomics for eating- a ground-breaking and tasty book by the world-leading expert in sensory science.
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, 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 Adri . 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.
Truly accessible, entertaining and informative. On every page there
are ideas to set you thinking and widen your horizons
*Heston Blumenthal, OBE*
His delight in weird food facts is infectious...fascinating
*Sunday Times*
Not many people are as ready to realize the importance of the
senses as Charles Spence
*Ferran Adria, El Bulli restaurant, Spain*
Popular science at its best. Insightful, entertainingly written and
peppered throughout with facts you can use in the kitchen, in the
classroom, or in the pub
*Daniel J. Levitin, New York Times bestselling author of 'The
Organized Mind' and 'This Is Your Brain on Music'*
This is partly serious tome and partly an amusing guide for the
layperson to a whole new gustatory world. Gastrophysics is packed
with such tasty factual morsels that could be served up at dinner
parties. If Spence can percolate all these factual morsels to the
mainstream, the benefits to all of us would be obvious
*Daily Telegraph*
Spence allows people to appreciate the multisensory experience of
eating
*The New Yorker*
The scientist changing the way we eat
*Guardian*
Spence romps around such factoids in the style of a Blue Peter
presenter . . . fascinating and provocative
*Times*
A fascinating look at the science of food and how our perception is
shaped by all our senses, not just taste
*Sunday Times*
If simply changing the name of a dish on a menu or the color of the
plate on which it is served can dramatically alter our perception
of taste and food quality, then everyone in the restaurant industry
needs to read this and take a deeper look at the scientific secrets
Professor Spence reveals in Gastrophysics
*Larry Olmsted, New York Times bestselling author of 'Real Food,
Fake Food: What You Don’t Know About What You’re Eating & What You
Can Do About It'*
Wonderfully curious and thought-provoking . . . brilliant
*Guardian*
Spence cheerily whisks the reader through the senses like a
magician . . . a mind-bending menu of fascinating insights
*Observer*
Revealing, very interesting and well worth understanding . . .
highly enlightening
*Spectator*
Spence takes a jovial pleasure in puncturing our perceptions and
showing that there's a lot more going on in our mouths than what we
think we're tasting . . . Spence has given us much food for
thought
*Independent*
A chatty whirl through the latest discoveries and their real-world
applications
*Wall Street Journal*
I wanted to reach out and thank you for your absolutely brilliant
book Gastrophysics. As a thirty year restaurant veteran just
venturing out on my own into the wild world of consulting, I found
your research confirmed many of my long-held beliefs while adding
tons of things I had never considered.
*Sean S. Reiter, Chief Synthesist, Sean Reiter Consulting*
It can't fail to entertain, inform and ultimately dazzle
*Heston Blumenthal, chef and owner of The Fat Duck, on The Perfect
Meal*
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