Brain scans reveal why Coke is more popular than Pepsi

A LONG-STANDING marketing mystery - why Coke sells more than Pepsi even though it is less popular in blind taste tests - has been solved by a brain scan study, it was revealed yesterday.

The results could usher in a new era of “neuro-marketing” which will delve deep into the brains of consumers.

Neuroscientist Read Montague, from the Baylor College of Medicine in Houston, Texas, found the answer to the cola conundrum using a brain scanning technique called functional magnetic resonance imaging (fMRI).