The Right Sensory Mix

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The book explores how biological factors significantly influence consumer behavior, challenging the notion that disparities among customers are merely cultural or emotional. It highlights recent neuroendocrinological research, demonstrating that individuals perceive stimuli differently based on their unique biological makeup. For instance, those with a higher number of taste buds may have distinct preferences, such as a tendency to sweeten coffee or choose certain beverages. This insight reveals the rationality behind consumer choices, driven by physiological responses rather than solely cultural influences.