Jan 11, 2004

Neuromarketing

A study done by a high school student (and his father) while
working in his father's MRI imaging lab amounts to a high
tech version of Pepsi challenge.

When subjects were given Coke or Pepsi (without knowing
which) the MRI scanner showed that Pepsi drinkers had
activity in areas of the brain associated with reward more
often than among those drinking Coke (i.e., Pepsi tastes
better).

However, when subjects knew what they were drinking the
Coke drinkers showed activity in the areas associated with
reward as well as the areas associated with motivation and
sense of self
. The reaction was dramatic and there was no
such response among Pepsi drinkers. This is consistent with
the fact that Pepsi does win taste tests but Coke sells more
product.

It turns out that there are marketing firms that already
specialize in this type of work.