Word: pepsis
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...times, dying towns and stubborn dreams has become much more than a legendary performer. Bruce Springsteen, 37, is one of the most potent money-making machines in the history of entertainment. His earnings possibly eclipse even Michael Jackson's income, which derives from records, videos, concerts, toys, dolls and Pepsi ads. But, unlike Jackson, Springsteen has always refused to do product endorsements, thereby forgoing at least $10 million worth of offers...
...Back in the day, your operating system was a big deal. It was who you were. Mac vs. Windows was like Catholic vs. Protestant, or Republican vs. Democrat, and about as rational. Now it's somewhere down around Coke vs. Pepsi. Microsoft is still winning the battles - the iPod "halo effect" notwithstanding, Apple is hovering at about a 5% market share - but no one's getting worked up about the war. So many of the file-compatibility issues have been solved, and so much computing goes on in the browser anyway. So who cares...
...Coke or Pepsi drinker? Do you pull into McDonald's golden arches or prefer to "have it your way" at Burger King? When it comes to toothpaste, which flavor gets you brushing, Colgate or Crest? If you think it's just your taste buds that guide these preferences, you may be surprised by what neuroscientists are discovering when they peer inside the brain as it makes everyday choices like these...
...time before their findings become a routine part of any smart corporation's marketing plans. Some lessons, particularly about how the brain interprets brand names, are already enticing advertisers. Take, for example, the classic taste test. P. Read Montague of Baylor College of Medicine performed his version of the Pepsi Challenge inside a functional magnetic resonance imaging (fMRI) machine in 2004. Montague gave 67 people a blind taste test of both Coke and Pepsi, then placed his subjects in the scanner, whose magnetic field measures how active cells are by recording how much oxygen they consume for energy. After tasting...
...reversal from the norm, it was the pizza that provided a greasy yet savory palate cleanser for the tasting’s main attraction: the soft drinks. Billed as a restaurant opening by ads on Annenburg tables, the event featured a potpourri of non-alcoholic stand-bys including Coke, Pepsi, Sprite, 7-Up, Red Bull, and their respective diet versions. “I think they really misrepresented the event by calling it a tasting,” said pub-goer Sara A. Bartolino ’10. Cranberry Juice and Triple Sec both made cameo appearances as the enthusiastic...