Paul Rozin

Paul Rozin, the Edmund J. and Louise W. Kahn Professor for Faculty Excellence in the department of psychology at the University of Pennsylvania, will complete a book, co-authored with Clark McCauley and Barry Schwartz, on the formation and maintenance of preferences and values. While in residence at the Foundation, Rozin will also work on two other projects, one which addresses the problem of preparing citizens for making private and public decisions that involve risk-benefit trade-offs, and the other on the impact of culture in shaping people's preferences for "natural" foods. Drawing on research carried out in the United States, France, and India, Rozin will examine the recent controversies about the acceptability of genetically modified food and the way that the cultural attribution of "natural" enhances the value - and price - of food.