In this episode, we delved into the complexities of the buying process from my book "NEUROFOOD: The Science of Neuromarketing in Gastronomy and Wine." We unpacked how consumer neuroscience helps explain the choices people make and the psychological factors that influence these decisions, such as emotional connections and subconscious biases. We covered the concept of 'choice blindness' and its implications for marketing strategies and consumer self-awareness. Additionally, we discussed Damasio's idea of somatic markers and how our decisions, while seemingly rational, are often guided by automatic, emotional responses. I hope you found this exploration insightful and that it enriches your understanding of consumer behavior. For those deeply interested in these topics, look forward to more readings from "NEUROFOOD" in future podcast episodes.