Hidden Persuaders of Cocoa and Chocolate: A Flavor Lexicon for Cocoa and Chocolate Sensory Professionals provides an overview of the tastes, aromas and notes describing cocoa and chocolate. In addition to exploring tastes, aromas and notes, the book broadens the language for describing chocolate by relating tasting experiences to the process of pairing flavors. This resource, designed for both academics and those working in research and development, equips the reader to describe these attributes in a sensory language for the purposes of new product development or quality improvement. - Provides an overview of the tastes, aromas and notes describing cocoa and chocolate - Features scientific explanations of the volatile and non-volatile aspects of each flavor - Contains science-based categorization of taste, various aromas, trigeminal sensations and atypical flavors

Prada stores carry a few obscenely expensive items in order to boost sales for everything else (which look like bargains in comparison). People used to download music for free, then Steve Jobs convinced them to pay. How? By charging 99 cents. That price has a hypnotic effect: the profit margin of the 99 Cents Only store is twice that of Wal-Mart. Why do text messages cost money, while e-mails are free? Why do jars of peanut butter keep getting smaller in order to keep the price the "same"? The answer is simple: prices are a collective hallucination. In Priceless, the bestselling author William Poundstone reveals the hidden psychology of value. In psychological experiments, people are unable to estimate "fair" prices accurately and are strongly influenced by the unconscious, irrational, and politically incorrect. It hasn't taken long for marketers to apply these findings. "Price consultants" advise retailers on how to convince consumers to pay more for less, and negotiation coaches offer similar advice for businesspeople cutting deals. The new psychology of price dictates the design of price tags, menus, rebates, "sale" ads, cell phone plans, supermarket aisles, real estate offers, wage packages, tort demands, and corporate buyouts. Prices are the most pervasive hidden persuaders of all. Rooted in the emerging field of behavioral decision theory, Priceless should prove indispensable to anyone who negotiates.

Author Megan Giller invites fellow chocoholics on a fascinating journey through America’s craft chocolate revolution. Learn what to look for in a craft chocolate bar and how to successfully pair chocolate with coffee, beer, spirits, cheese, or bread. This comprehensive celebration of chocolate busts some popular myths (like “white chocolate isn’t chocolate”) and introduces you to more than a dozen of the hottest artisanal chocolate makers in the US today. You’ll get a taste for the chocolate-making process and understand how chocolate’s flavor depends on where the cacao was grown — then discover how to turn your artisanal bars into unexpected treats with 22 recipes from master chefs.

Large amounts of money, time and effort are devoted to sensory and consumer research in food and beverage companies in an attempt to maximize the chances of new products succeeding in the marketplace. Many new products fail due to lack of consumer interest. Answers to what causes this and what can be done about it are complex and remain unclear. This wide-ranging reference collates important information about all aspects of this in one volume for the first time. It provides comprehensive, state-of-art coverage of essential concepts, methods and applications related to the study of consumer evaluation, acceptance and adoption of new foods and beverages. Combining knowledge and expertise from multiple disciplines that study food sensory evaluation and consumer behaviour, it covers advanced methods including analytical, instrumental and human characterization of flavour, aspects of food processing and special research applications of knowledge and methods related to consumers’ evaluation of new food products. Researchers and professionals working in food science and chemistry are sure to find this an interesting read.

"What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.

The art of persuasion as taught by one of the world's most sought-after speakers and pitchmen In this daring book, Joel Bauer teaches you how to persuade by making your messages entertaining. Learn the secrets behind "The Fright Challenge," "The Transformation Mechanism," and other persuasion tactics used by pitchmen, carneys, and conjurors to convince people to their way of thinking. Along with coauthor Mark Levy, Bauer has taken these ethical, entertainment-based techniques, and has made them practical for everyday use-capable of influencing one person or a thousand, in business and in life. Joel Bauer (Los Angeles, CA) is an expert in performance-based live marketing who The Wall Street Journal online referred to as "undoubtedly the chairman of the board" of corporate tradeshow rain-making. Mark Levy (Chester, NJ) has written for the New York Times, has authored or coauthored three books, and is the founder of Levy Innovation, a consulting firm that makes individuals and companies memorable.

With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.