A celebratory feast of all things food, Moreish is a widescreen panorama of eating and the unseen urges that power it. It is said we make around 200 food decisions every day, and most of them are completely out of our control. So what really happens when it's time to eat? Moreish digs into the unseen triggers, secret influences and mysterious motivations hovering above the table every time we get peckish. Explore the impact of words in menu construction alongside the power of comfort food; why the first bite is not always with the eyes; and how the worlds of sex, symbolism and animal instinct are simmering just beneath the surface in all of us. Continually eye opening and perceptive, often witty and entertaining, Moreish sets a place for persuasive packaging, in your face pop songs, underhand menu writing and over the top advertising. It demonstrates that while we often feel fully in control of our food choices the opposite is almost definitely true. If you've ever eaten food, this book is for you. AUTHOR: Matt Buttrick has advised food brands within the advertising industry for over 25 years. He has stood in shiny boardrooms and muddy fields, and got stuck into everything from organic vegetables and breakfast cereal to ice lollies and bubble gum. His rich insights and experiences help us understand what really stimulates the mind, entices the taste buds and drives our desire when thoughts turn to dinner.