A unique insight into the decision-making and food consumption of the European consumer. The volume is essential reading for those involved in product development, market research and consumer science in food and agro industries and academic research. It brings together experts from different disciplines in order to address the fundamental issues related to predicting food choice, consumer behavior and societal trust in quality and safety regulatory systems. The importance of the social and psychological context and the cross-cultural differences and how they influence food choice are also covered in great detail.

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Part I. Food: Introduction. Hendrik N.J. Schifferstein, Lynn Frewer and Einar Risvik.- Development and acquisition of food likes. David Mela.- The Food and I. Sensory perceptions revealed by multivariate methods. Einar Risvik.- Beliefs about fat: Why do we hold beliefs about fat. Hans Brug and Patricia van Assema.- Product packaging and branding. Rosires Deliza and Hal MacFie.- Effects of product beliefs on product perception and liking. Hendrik N.J. Schifferstein.- Consumers'' quality perception. Anne C. Bech, Klaus G. Grunert, Lone Bredahl, Hans J. Juhl and Carsten S. Poulsen. Part II. People: Does taste determine consumption? Understanding the psychology of food choice. Richard Shepherd.- Food choice, phytochemicals and cancer prevention. Nigel Lambert.- Private body conciousness. Oydis Ueland.- Food neophobia and variety seeking - consumer fear or demand for new food products. Liisa Lähteenmäki.- Convenience-oriented shopping: A model from the perspective of consumer research. Bernhard Swoboda and Dirk Morschett.- Food intake and the elderly - Social aspects. Christina Fjellström.- Food related lifestyle: A segmentation approach to European food consumers. Klaus G. Grunert, Karen Brunso and Lone Bredahl.- Part III. Society: Cross-cultural differences in food choice. Anna Saba.- Appropriateness as a cognitive-contextual measure of food attitudes. Howard Schutz and Magni Martens.- The origin of the spices: The impact of geographic product origin on consumer decision making. Peeter Verlegh and Koert van Ittersum.- Marketing PDO (products with denominations of origin) and PGI (products with Geographical identities). Luis Guerrero Asorey.- Effect of communication (advertising or news) on sales of commodities. Wim Verbeke and Jacques Viaene.- Food availability and the European consumer. David Marshall.- The economics of food choice. Is price important? Christopher Ritson and Dan Petrovici.- Food choice in Europe - The consumer perspective. Susan Davies.- Beliefs associated with food production methods. Reimar von Alvensleben.- Risk perception, communication and trust. How might consumer confidence in the food supply be maintained? Lynn J. Frewer and Susan Miles.- Public participation in developing policy related to food issues. Gene Rowe, Catherine Reynolds and Lynn Frewer.- The future of European food choice. Lynn Frewer.