How Emotion Shapes Consumer Choice
and What Your Brand Can Do About It
and What Your Brand Can Do About It
The Shape of Taste is a practical guide for brand, insight, and innovation teams who want to go beyond functional benefits and start leveraging the true power of product experience: emotion.
Written by Chris Lukehurst, it explores how sensory cues like taste, texture, appearance, and packaging shape emotional responses — and how those emotions drive brand preference, loyalty, and growth.
If you’re navigating declining loyalty, increased competition, or product sameness, this book shows how to uncover the emotional blueprint behind your brand experience.
It is quite apparent, however, and made very clear by The Shape of Taste, that anyone’s emotional response to a consumption experience is a journey through a multitude of emotions. It is when we understand this journey and how and why it is prompted by the features of the consumer experience that we understand our brands and how we can best manage them.