Beat 'Em with Branding

Why does Coke sell more than Pepsi?

Because brand loyalty overrides reality.

Knowing what brand you are buying influences your preferences by commandeering brain circuits involved with memory, decision making and self-image.

Scientists used brain scanning to prove that brand love is just as important as actual taste. When researchers monitored brain scans of people who were given a blind taste test of Coca-Cola and Pepsi, each soft drink lit up the brain's reward system, and the participants were evenly split as to which drink they preferred.

But when the same people were told what they were drinking, activity in a different area of the brain linked to brand loyalty overrode their original preferences! Three out of four said that they preferred Coke.

What pushes your buy button?

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