Why People Choose Coke Over Pepsi: How Our Brains Create Our Consumer Experience, by Mlodinow

09/05/2012View on timeline


[...] 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).


Vidal, Fernando and Ortega, Francisco. Being Brains: Making the Cerebral Subject (Forms of Living) (...

Leonard Mlodinow is a theoretical physicist and author, recognized for groundbreaking discoveries in...

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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:
The Crazy History of Quantum Mechanics | Leonard Mlodinow | TEDxJerseyCity
Leonard Mlodinow - Why Is There Anything At All? (Part 2)
Leonard Mlodinow: "Elastic: Flexible Thinking in a Time of Change" | Talks at Google
Leonard Mlodinow: "Subliminal: How Your Unconscious Mind Rules Your Behavior" | Talks at Google

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Published in 11/10/2018

Updated in 19/02/2021

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