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About
From the bestselling author of Traffic, a brilliant and entertaining exploration of our personal tastes, why we like the things we like, and what it says about us.
Everyone knows his or her favorite color, the foods we most enjoy, and which season of The Sopranos deserves the most stars on Netflix. But, what does it really mean when we like something? How do we decide what's good? Is it something biological? What is the role of our personal experiences in shaping our tastes? And, how do businesses make use of this information to develop and sell their products?
Everyone knows his or her favorite color, the foods we most enjoy, and which season of The Sopranos deserves the most stars on Netflix. But, what does it really mean when we like something? How do we decide what's good? Is it something biological? What is the role of our personal experiences in shaping our tastes? And, how do businesses make use of this information to develop and sell their products?