SummaryThere has been little systematic study by experimental psychologists of what determines an individual's food choices, and work in nutrition and the food sciences has not recognised adequately the importance of the behavioural processes surrounding food perception and motivation. The scientific measurement of the sensory influences on food acceptance and, particularly, the effects of attitude on the senses, is now developing. A collaboration between those who formulate food products, those who aim to improve eating habits and those who study food acceptance behaviour could yield benefits for all.This paper outlines the principles of the methods of measuring acceptance, with examples from current work on sugar, salt and milk fat preferences, and discusses the potential for changes in choice.