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 journalArticle

693 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 languageEnglish (US)
Pages (from-to)379-387
Number of pages9
JournalNeuron
Volume44
Issue number2
DOIs
StatePublished - Oct 14 2004
Externally publishedYes

ASJC Scopus subject areas

  • Neuroscience(all)

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    McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(2), 379-387. https://doi.org/10.1016/j.neuron.2004.09.019