Your Brain on Coke: Brand and Biology Interact

A study in 2013 asked people to drink two identical beverages, but claimed that they were different brands of cola. When participants drank a beverage that they thought was Coke, as opposed to a generic version thereof, they not only thought it tasted better, but it actually did taste better, at least to them. Scientists found a stronger response in the ventral striatum and the amygdala while conducting variations on the beverage tests, which has strong implications at the intersection of marketing, art, and psychology.

Related imageAn external file that holds a picture, illustration, etc.
Object name is pone.0061569.g003.jpg

Perception is everything, not just in an ethereal subjective sense, but as a biological reality. An artist, if successful, can essentially make the same chemicals hitting the same receptors trigger a completely new reaction. It’s the alchemy of art: the power to turn lead into gold if you paint it in the right light. Or in this case, the power to turn Pepsi into Coke.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s