Coke … Pepsi … Which is what ?

Coke or Pepsi? It’s all in the head

Alok Jha, science correspondent
Thursday July 29, 2004
The Guardian

The long-standing conundrum of why Coke sells more than Pepsi despite being less popular in blind taste tests may have been solved.

Scientists in Texas used a brain scanning technique to carry out a hi-tech version of the Pepsi challenge and found that, when it comes to fizzy black drinks, brand love is just as important as taste. Full Article >>