A study involving 67 people showed no preference for either Coca-Cola® (Coke®) or Pepsi® when the drinks were administered anonymously, according to results published in the Oct. 14 issue of the journal Neuron. However, when told what they were drinking, roughly three-fourths preferred Coke. All 67 also submitted to brain scans.
From: Scientists can now explain why the brain prefers one brand of soft drink to another in News-Medical.Net.
See also: If You Have a ‘Buy Button’ in Your Brain, What Pushes It?, in today’s NY Times, discussing use of brain scans to conduct brand research, also known as ‘neuromarketing.’ The article reports that the ‘brand loyalty’ part of the brain can override the ‘original perferences’ of the brain.