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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

All events in the topic To Begin With:


01/01/1990 (Circa)31/12/1999 (Circa)The Decade of the BrainThe Decade of the Brain
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01/10/2013Launching of the Human Brain Project (HBP)Launching of the Human Brain Project (HBP)
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02/04/2013Launching of The Brain InitiativeLaunching of The Brain Initiative
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07/05/2013Neurocriticism, by Amir Muzur and Iva RinčićNeurocriticism, by Amir Muzur and Iva Rinčić
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01/01/2015Markus Gabriel coined the term "Neucentrism" at his book "I am not a Brain"Markus Gabriel coined the term "Neucentrism" at his book "I am not a Brain"
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09/03/2015Tensions related to the Human Brain Project (HBP) became publicTensions related to the Human Brain Project (HBP) became public
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10/12/2012Launching of EyeWire, the Game to Map the BrainLaunching of EyeWire, the Game to Map the Brain
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01/06/2008The New Brain Sciences: Field or Fields? by Abi-RachedThe New Brain Sciences: Field or Fields? by Abi-Rached
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25/05/2015Neurobiologist Rafael Yuste talks to El País about a "new humanism" based on NeuroscienceNeurobiologist Rafael Yuste talks to El País about a "new humanism" based on Neuroscience
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01/03/2008Prefrontal cortex damage abolishes brand-cued changes in cola preference, by Koenig and TranelPrefrontal cortex damage abolishes brand-cued changes in cola preference, by Koenig and Tranel
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14/10/2004Neural Correlates of Behavioral Preference for Culturally Familiar Drinks, by Samuel McClureNeural Correlates of Behavioral Preference for Culturally Familiar Drinks, by Samuel McClure
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09/05/2012Why People Choose Coke Over Pepsi: How Our Brains Create Our Consumer Experience, by MlodinowWhy People Choose Coke Over Pepsi: How Our Brains Create Our Consumer Experience, by Mlodinow
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