Cérebro, cultura e vendas: Coke versus Pepsi: It's all in the head: Brain scans of people tasting the soft drinks reveal that knowing which drink they're tasting affects their preference and activates memory-related brain regions that recall cultural influences.
Official: Coke takes over parts of the brain that Pepsi can't reach: flavour seems to be the last thing that consumers rely on in their preference for Pepsi or Coca-Cola.
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.
(EU reaches Coca-Cola settlement: The European Union has reached a settlement of its long-running antitrust case against The Coca-Cola Co. under which the U.S. titan agreed to change sales practices that helped it win roughly half of the soft drink market in Europe.)
