What makes coke so good

Coffee Tea Perfect for when you're Too Sober See All Drinks. Dining Hall Dorm Lyfe Perfect for when you're Broke See All How To. See All Videos. Join You tryna be tricky? The experiment was a recreation of the Pepsi Challenge , except this time all the tasting was being done in a brain scanner. Each person swallowed sips of cola from a plastic tube while their brain was being scanned.

When Coke and Pepsi were offered unlabeled, the subjects showed no measurable preference for either brand. Most of the time, they couldn't even tell the two colas apart. But Montague's second observation was more surprising: subjects overwhelmingly preferred drinks that were labeled as Coke, no matter what cola was actually delivered through the tubes.

In other words, brand trumped taste. We cared more about the logo than the actual product. But what was happening inside the brain? When the two soft drinks were offered unlabeled, the dopamine reward pathway became active. This makes sense: the pathway helps processes appetitive rewards, like sugary drinks, which provide us with a rush of sweet pleasure.

However, when the subjects drank a cola with a Coke label, an additional set of brain areas became extremely active. This happened even when subjects were given Pepsi with a Coke label. Just in case you were wondering what Mindy Kaling is talking about in that new ad. Skip to main content News. Send news tips to news thrillist. Make Fun. Thrillist Serves. The straws are wider so that coke can hit all your taste buds and taste heavenly.

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