So much of our enjoyment of coffee and tea is based on perceptions and illusions which outweigh the actual beverage in the cup. Enjoyment of coffee can be altered just by playing different music. Different experiences inform our memories of taste and satisfaction.
As if the consumer is not confused enough already, the big companies are now using neuro-marketing to get their messages across. The response from the coffee community has been to provide more and more scientific analysis about all the steps in preparing tea and coffee. This book encourages you to stop seeking the perfect cup and make your enjoyment of the present cup tantamount.