The Amazing Influence Your Beliefs Have on Your Perception

The NY Times has an absolutely fascinating story detailing the science on why most people perceive Coke to taste better despite the fact that in blinded taste trials Pepsi is the consistent winner. A researcher found that when people were not aware if a drink was either Coke or Pepsi those who drank Pepsi had their ventral putamen become five times as active per MRI brain scanning technology. However, when he informed them that the drink they were consuming was Coke the results were...

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