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"This book might lead to a better understanding of what is important about foods and of what motivates food choice. The book is of special interest for those who have been frustrated with the polarity of the debate about what is good and bad in food. ... Furthermore, it is a valuable resource for those involved in the communication, teaching and researching of food issues, of consumer and marketing issues, and to students in each of these areas." (AFS - Advances in Food Science, Vol. 25 (2), 2003)