Well when brain science meets marketing the level of persuasion changes A LOT. knowing about it is essential in order to use it and defend against it.

frontline: the persuaders: neuromarketing | PBS

neuromarketing: is it coming to a lab near you? by Mary Carmichael

For an ad campaign that started a revolution in marketing, the Pepsi Challenge TV spots of the 1970s and ’80s were almost absurdly simple. Little more than a series of blind taste tests, these ads showed people being asked to choose between Pepsi and Coke without knowing which one they were consuming. Not surprisingly, given the sponsor, Pepsi was usually the winner.

Mary Carmichael is a FRONTLINE web associate producer.

But 30 years after the commercials debuted, neuroscientist Read Montague was still thinking about them. Something didn’t make sense. If people preferred the taste of Pepsi, the drink should have dominated the market. It didn’t. So in the summer of 2003, Montague gave himself a ‘Pepsi Challenge’ of a different sort: to figure out why people would buy a product they didn’t particularly like.

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