When we consume emotions instead of food

Emotions play a decisive role in buying decisions, so in its sensory laboratory the AZTI-Tecnalia expert R&D centre in marine and foodstuff research is conducting studies to identify the emotions (desires, aspirations and motivations, among others) that influence the behaviour of consumers and habits associated with food. The aim is to orientate and focus the design of new products and establish them on the market on the basis of deeper knowledge about the emotions that lie behind them.

Further information: cordis.europa.eu