This book will explore the sensory, cognitive, and emotional nature of the manifold facets of food and beverage preferences: selection, consumption and memories from the perspective of generating satisfaction and desire, helping food producers to understand consumer needs and preferences. There is a focus on the hedonistic and social factors driving food consumption and an attempt to describe and explain the normal patterns rather than address disorders (there is abundant literature relating to the latter). In the nutshell, this work aims to show how people enjoy food and how it contributes to their well-being. Further, the author intends to highlight the patterns of food perception, responses to sensory stimuli and variety of communications about food.