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Prefrontal cortex damage abolishes brand-cued changes in cola preference, by Koenig and Tranel


The “Pepsi paradox” refers to the fact that people show a reliable preference for Coke (vs. Pepsi) when they have brand information (as in supermarkets) but not in the absence of such information (as in blind taste tests). Neuroimaging studies of this phenomenon demonstrate a consistent neural response in the ventromedial prefrontal cortex correlated with subjects’ behavioral preferences (McClure et al. 2004) and that damage to that brain area abolishes the paradox (Koenigs and Tranel 2008). 

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The Koenigs lab seeks to characterize the psychological and neurobiological mechanisms underlying em...

Download below Koenigs and Tranel's full article:

Koenigs, Michael, and Daniel Tranel. 2008. “Prefrontal Cortex Damage Abolishes Brand-Cued Changes in...



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Published in 10/10/2018

Updated in 19/02/2021

All events in the topic To Begin With:

01/01/1990 (Aprox)31/12/1999 (Aprox)The Decade of the BrainThe Decade of the Brain
02/04/2013Launching of The Brain InitiativeLaunching of The Brain Initiative