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Large amounts of money, time and effort are devoted to sensory and consumer research in food and beverage companies in an attempt to maximize the chances of new products succeeding in the marketplace. Many new products fail due to lack of consumer interest. Answers to what causes this and what can be done about it are complex and remain unclear. This wide-ranging reference collates important information about all aspects of this in one volume for the first time. It provides comprehensive, state-of-art coverage of essential concepts, methods and applications related to the study of consumer evaluation, acceptance and adoption of new foods and beverages. Combining knowledge and expertise from multiple disciplines that study food sensory evaluation and consumer behaviour, it covers advanced methods including analytical, instrumental and human characterization of flavour, aspects of food processing and special research applications of knowledge and methods related to consumers'evaluation of new food products. Researchers and professionals working in food science and chemistry are sure to find this an interesting read.