Neural Correlates of Behavioral Preference for Culturally Familiar Drinks

@article{McClure2004NeuralCO,
  title={Neural Correlates of Behavioral Preference for Culturally Familiar Drinks},
  author={Samuel M. McClure and Jian Li and Damon Tomlin and Kim S. Cypert and Latan{\'e} M. Montague and P. Read Montague},
  journal={Neuron},
  year={2004},
  volume={44},
  pages={379-387}
}
Coca-Cola (Coke) and Pepsi are nearly identical in chemical composition, yet humans routinely display strong subjective preferences for one or the other. This simple observation raises the important question of how cultural messages combine with content to shape our perceptions; even to the point of modifying behavioral preferences for a primary reward like a sugared drink. We delivered Coke and Pepsi to human subjects in behavioral taste tests and also in passive experiments carried out during… 
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