Science Blog - Coke versus Pepsi: It's all in the head

Science Blog - Coke versus Pepsi: It's all in the head: "fication. While the researchers found no influence of brand knowledge for Pepsi, they found a dramatic effect of the Coke label on behavioral preference. The brand knowledge of Coke both influenced their preference and activated brain areas including the ''dorsolateral prefrontal cortex'' and the hippocampus. Both of these areas are implicated in modifying be"