ABSTRACT
This chapter analyzes and discusses the sense of taste, which is considered to be one of the strongest senses of the human's five senses. Taste as a concept has long fascinated scientists in different disciplines, such as philosophy, psychology, and sociology, when it comes to understanding the importance of the sense of taste to a person's feelings, thoughts, and behaviors. The three categories of influential factors for the sense of taste, which relate to the importance of the societal culture, the service environment, and the brands, are presented. Considering this background, it is discussed how various factors affect individuals affections, cognitions, and their actual behaviors in the different buying and consumption processes. The human values that food and drink symbolize in the current societal culture are thereby transferred to the individual's own taste perception when there is a match between values and symbolism, which reinforces the positive taste.
