Why do we like what we like?

Why do we find certain foods more pleasurable than others? Interactions of food components with human biology and with social and eating contexts give rise, in some predictable ways, to relatively stable individual food likes. While sensory and consumer research have traditionally focused on measuring existing likes, a better understanding of their basic determinants can provide ideas and tools to better predict and influence how likes may develop and change. The liking for a particular food or set of foods largely reflects the prevailing cultural environment and personal experiences, which generate variation in the opportunities and likelihood for specific biological predispositions and learning processes to operate with regard to particular foods. These learning processes may be largely influenced by the intrinsic orosensory or nutritional attributes of foods themselves, as well as characteristics of the situational contexts in which foods are experienced. Liking is one factor contributing to the desire to eat a food, and ultimately to food selection. Current knowledge of these processes is briefly reviewed, with suggestions of potential implications for understanding and predicting food acceptance and choice.