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Brain scans probe how people decide with Coke or Pepsi
In Houston Baylor College of Medicine uses a 8800 pound functional MRI to study brain responses to cola brands. Subjects see cans then get sips while brain activity is recorded to reveal pleasure areas and how branding shapes choices. Hyperscanning links data across labs to study social decision making and empathy later benefiting policy and mental health research.
MENTIONED IN THIS ARTICLE
Read Montague
Cal Tech
Emory University
Atlanta
Princeton University
New Jersey
Montague
Baylor
James Patrick
Houston
Baylor College of Medicine