"Prescott runs a consultancy 'in the area of food perceptions and preferences', and Taste Matters offers both a detailed analysis of that area and a broader examination of the psychology of eating. For example, he looks at why young children can be reluctant to try new foods, and what strategies parents might adopt in response, before expanding his inquiry to cover cravings, aversions, the external cues and psychological motivations that prompt us to eat, and why, once we've started, it can be so difficult to stop . . . [his] hybrid approach frequently makes for fascinating reading."
For more on how our food preferences are formed, you can download a podcast of a Radio New Zealand interview with John at http://www.radionz.co.nz/podcasts/thiswayup.rss