The course aims at presenting the different dimensions involved in food preferences and choice. It consists of three parts: 1. Preferences and Expectation: key factors for preference development are considered in light of the interrelationships between learning mechanisms, sociocultural context and innate preferences. The role of expectations in food acceptance is also discussed; 2. Individual Differences: covers individual differences in somato-chemosensory acuity and their role in food preferences; popular biomarkers of oral acuity are presented, and their pros and cons discussed; 3. Marketing: some key concepts of marketing are recalled, and the Theory of Planned Behavior is introduced. A case study on the drivers of plant-based convenience foods consumption based on a multicomponent model of the Theory of Planned Behavior is presented.