Why People Choose Coke Over Pepsi: How Our Brains Create Our Consumer Experience, by Mlodinow
[...] When it comes to knowing that branding makes a difference in consumer preference, neuroimaging results are superfluous. Moreover, it has been easy to go beyond the neural correlates uncovered by these fascinating studies to claim, improperly, that they show “why” people choose Coke over Pepsi (e.g., Mlodinow 2012).
Download the full article below:Mlodinow, Leonard. 2012. “Why People Choose Coke Over Pepsi: How Our Brains Create Our Consumer Expe...Here are a bunch of talks by Leonard Mlodinow, just in case you want to learn more: