Coke vs Pepsi and Coke has Brain Reaction

When asked to taste blind, they showed no preference. However, when the participants were shown company logos before they drank, the Coke label, the more famous of the two, had a dramatic impact: three-quarters of the tasters declared they preferred Coke.

At the same time the researchers found that the Coke label stimulated a huge increase in activity in parts of the brain associated with cultural knowledge, memory and self-image – so much that the scientists could use brain scans to predict which soft drink an individual was likely to prefer. The Pepsi label produced no such increase.

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