It is based on recent research into the psychology of flourishing (so called positive psychology), consumer behavior research, experiences and research about the diet industry and weight loss, my 25 years clinical experience as a psychologist and psychoanalyst, and well over a half-century of experience eating.

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"People's decisions on where to shop is based on 'what will people think of me if they see me shopping there', " says Paul Buckley, lecturer in marketing and consumer psychology at the University of Wales Institute.

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To that end, he engaged experts from fields like graphics design and psychology, and tried to "build empathy for the consumer into the product, " according to former partner, Professor David Kelly.

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The game of economic expectations is an important one, because consumer spending is as much about psychology as household finances.

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