July 17, 2013 |  by

A famous 2004 blind taste-test study by neuroscientist Read Montague found that half of participants chose Pepsi. Pepsi (because it’s sweeter) produced a stronger response than Coke in a brain region associated with pleasure and reward.

But when testers were told which cola they were drinking, 75% said that Coke tasted better. Their brains revealed activity in a different region, one associated with memory and judgement.

So, in an ideal taste-test world, Pepsi and Coke are even. But when memories, associations, values—branding—come into play, then Coke wins.

Neuromarketing gauges how consumers make choices.

Using that knowledge, one Wikipedia editor wrote, gives “perception technologists..the techniques of effective manipulation of the subconscious brain activity.”


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