The Biology of Brand Preference

It’s official. Coke takes over parts of the brain Pepsi can’t reach.
According to UK Independent’s Science Editor, the mind-altering power of advertising has been demonstrated in a remarkable study of the way in which brand recognition affects the workings of the human brain. A well-known label is so influential, say researchers, that it can alter consumers’ perception of the product’s taste. The experiment, a laboratory-controlled version of the famous Pepsi Challenge, revealed that flavour seems to be the last thing that consumers rely on in their preference for Pepsi or Coca-Cola.
The above paragraph is best absorbed with the theme-track from The Twilight Zone playing under.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.