Coke or Pepsi?

What determines your choice may lie in your brain as much as in your tongue, Texas researchers say.

Using MRI imaging technology, researchers at Baylor College of Medicine in Houston found that some cola-lovers' brains responded differently when they knew which brand they were drinking, versus when they drank their colas in a blind taste test.

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If marketing efforts could be measured by this raw neurological response, it seems Coke has done a better job of implanting its appeal in people's minds, the researchers suggested. An image of a Coke can flashed on a screen while subjects were drinking the beverage elicited much more of a brain response than the image of a Pepsi can did among Pepsi drinkers.

Results of the research were published Thursday in the journal Neuron. – (HealthDayNews)
 

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