Comprehensively researched and singularly insightful, this delves deep into psychology, marketing, and neuroscience to answer complex and fascinating questions. From the tangled underpinnings of the food choices, to the dynamics of the pop charts and the playlists, to the nonstop procession of 'thumbs' and 'likes' and 'stars', to the insecurity before unfamiliar works of art, the book explores how people form their preferences, and how those preferences shape them.
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