Coke or Pepsi Which one do you prefer

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Coke or Pepsi?Which one do you prefer?

• Under the column of your choice on the board
  please print your name.
• Thanks.

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Neural Correlates of Behavioral Preference for
Culturally Familiar Drinks.

• By Lisa Reagan Gracia Scott

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Lets See if you actually do prefer what you
think!

• Our Version of the study

VS.
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Now lets discuss the studyJust a few facts to
start off with.

• Coke and Pepsi are nearly identical in chemical
  composition, yet individuals routinely display
  strong liking.
• Advertisements play a large role in this decision
  as well.

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PARTICIPANTS
In this study there were a total of 67 subjects.
They were separated into 4 groups. n116 n217 n3
16 n418 -Each group was given a separate taste
test outside the scanner (MRI machine) and drink
delivery pattern while in the scanner.
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First

• They were asked just like youWhich drink do you
  prefer to consume Coke or Pepsi? Your answer to
  this question is considered your stated
  preference.

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Next Came 3 Rounds of Taste Tests.

• The First two groups chose between two unmarked
  cups, one of which contained Pepsi and the other
  Coke.
• The other two groups made three preference
  decision , but in this case both cups contained
  the same drink, however one cup was unlabeled and
  the other indicated the brand of the drink
  contained in the cup.
• Preferences exhibited during the taste tests is
  referred to as behavioral preferences.

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So they had to do some thinking

• Some things complicated their study.
• 1) Blood oxygenation level-dependent responses in
  reward-related brain areas are significantly
  affected by whether stimuli are predictable in
  time.
• 2) They wished to study differential brain
  responses to soda delivery alone.
• Because of these restraints they could not show
  brand information at the same time as the soda
  delivery. However, with brand information
  displayed prior to soda delivery, they became ok
  with making the soda delivery predictable.

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So their strategies were

• 1) Randomize the time between the display of
  brand information and delivery of soda.
• 2) Construct a design in which the brain
  responses can still be given when brain
  information constantly proceeds soda delivery.
• 3) They trained subject to expect Coke and Pepsi
  at fixed times.

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GROUP 1-2 Anonymous Taste Test.

• They showed no distinct preference.
• Their was an equal number of subjects declaring a
  preference for either Coke, Pepsi or no
  preference.

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GROUP 1-2 Scanning Anonymous

• In The scanner the taste tests indicated that the
  difference in brain responses evoked by Coke and
  Pepsi was displayed in the ventromedial
  prefrontal cortex.
• Individuals generally had a strong stated
  preference for either Coke or Pepsi, and at any
  particular time, a guess of which soda they were
  receiving may have influenced neural responses.

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Group 3 Semi anonymous Taste Test Coke

• As before, 3 pairs of cups were presented to the
  subjects. However, in each pair one of the cups
  was labeled Coke and the other was left
  unlabeled. Subjects were told that the unlabeled
  cups could contain Pepsi or Coke.
• Subjects in this group showed a strong bias in
  favor of the labeled cup.

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Group 3 Scanning, Semi anonymous Coke

• In the condition, one cue was a depiction of a
  coke can followed 6s later by the coke delivery.
  They contrasted the brain response to surprising
  delivery of Coke when it was known to be Coke
  with the surprising delivery of Coke when it
  could have been Coke or Pepsi.

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Group 4 Semi anonymous Taste Test, Pepsi

• The taste test was conducted exactly as for group
  3, except both cups in each pair contained Pepsi,
  and one was labeled as Pepsi. Again, subjects
  were told that the unlabeled cup could contain
  either Coke or Pepsi.
• People still preferred Coke. (Or what they
  assumed was Coke.)

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Group 4 Scanning semi anonymous Taste Test,
Pepsi

• Done the same way again as group 3, no brain area
  showed a significant main effect of brand
  knowledge for Pepsi.
• Thus, it seems that brand knowledge for Coke and
  Pepsi have truly different responses both in
  terms of affecting behavioral preferences and in
  terms of modifying brain responses.

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The Winner is
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????s

• 1) Do you think commercials and advertisements
  affect your thoughts on soda? (Can you make
  yourself like the taste of something?)
• 2) From doing this study earlier how has your
  opinion changed or not changed on Coke vs. Pepsi?
• 3) Do you think this study could have been done
  with other sodas and comparing them to either
  Coke or Pepsi? (Ex. Comparing RC Cola to Coke?)