Neural correlates of behavioral preference for culturally familiar drinks

Samuel M. McClure; Jian Li; Damon Tomlin; Kim S. Cypert; Latané M. Montague; P. Read Montague

doi:10.1016/j.neuron.2004.09.019

Neural correlates of behavioral preference for culturally familiar drinks

Samuel M. McClure, Jian Li, Damon Tomlin, Kim S. Cypert, Latané M. Montague, P. Read Montague

Research output: Contribution to journal › Article › peer-review

882 Scopus citations

Abstract

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 functional magnetic resonance imaging (fMRI). Two conditions were examined: (1) anonymous delivery of Coke and Pepsi and (2) brand-cued delivery of Coke and Pepsi. For the anonymous task, we report a consistent neural response in the ventromedial prefrontal cortex that correlated with subjects' behavioral preferences for these beverages. In the brand-cued experiment, brand knowledge for one of the drinks had a dramatic influence on expressed behavioral preferences and on the measured brain responses.

Original language	English (US)
Pages (from-to)	379-387
Number of pages	9
Journal	Neuron
Volume	44
Issue number	2
DOIs	https://doi.org/10.1016/j.neuron.2004.09.019
State	Published - Oct 14 2004
Externally published	Yes

ASJC Scopus subject areas

General Neuroscience

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10.1016/j.neuron.2004.09.019

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title = "Neural correlates of behavioral preference for culturally familiar drinks",

abstract = "Coca-Cola{\textregistered} (Coke{\textregistered}) and Pepsi{\textregistered} 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 functional magnetic resonance imaging (fMRI). Two conditions were examined: (1) anonymous delivery of Coke and Pepsi and (2) brand-cued delivery of Coke and Pepsi. For the anonymous task, we report a consistent neural response in the ventromedial prefrontal cortex that correlated with subjects' behavioral preferences for these beverages. In the brand-cued experiment, brand knowledge for one of the drinks had a dramatic influence on expressed behavioral preferences and on the measured brain responses.",

author = "McClure, {Samuel M.} and Jian Li and Damon Tomlin and Cypert, {Kim S.} and Montague, {Latan{\'e} M.} and Montague, {P. Read}",

note = "Funding Information: We thank Ann Harvey, Kristen Pfeiffer, and Nathan Apple for their help conducting this experiment. Further thanks go to Leigh Nystrom for his consultation on data analysis. This work was supported by the Kane Family Foundation (PRM) and NIDA grant DA-11723 (P.R.M.). All trademarks appearing in this article are the property of their respective owners.",

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AU - Tomlin, Damon

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AU - Montague, Latané M.

AU - Montague, P. Read

N1 - Funding Information: We thank Ann Harvey, Kristen Pfeiffer, and Nathan Apple for their help conducting this experiment. Further thanks go to Leigh Nystrom for his consultation on data analysis. This work was supported by the Kane Family Foundation (PRM) and NIDA grant DA-11723 (P.R.M.). All trademarks appearing in this article are the property of their respective owners.

PY - 2004/10/14

Y1 - 2004/10/14

N2 - 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 functional magnetic resonance imaging (fMRI). Two conditions were examined: (1) anonymous delivery of Coke and Pepsi and (2) brand-cued delivery of Coke and Pepsi. For the anonymous task, we report a consistent neural response in the ventromedial prefrontal cortex that correlated with subjects' behavioral preferences for these beverages. In the brand-cued experiment, brand knowledge for one of the drinks had a dramatic influence on expressed behavioral preferences and on the measured brain responses.

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Neural correlates of behavioral preference for culturally familiar drinks

Abstract

ASJC Scopus subject areas

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