The book explores how biological factors shape consumer behavior, challenging the notion that differences among customers stem solely from cultural or emotional influences. It highlights recent neuroendocrinological research demonstrating that individual preferences and decisions are significantly affected by the body's sensory systems. For instance, variations in taste bud sensitivity can influence choices in food and drink, revealing that rationality in consumer behavior is often rooted in biological perception rather than mere cultural differences.
Diana Derval Livres
