Advance in food science depends on measuring the factors in human perception that influence eaters' activities with branded products. Assessed samples must include at least two levels of a sensed material characteristic (e.g. sucrose) or conceptual marketing attribute (e.g. “low fat”), minimally confounded by other features. Each feature needs to be measured for its effect on the individual's objective achievement of choosing among the samples for a familiar context of use. These influences interact, consciously and unconsciously. This theory of how a mind works has generated a wide range of scientifically illuminating and commercially practical examples, illustrated in this review.
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