] 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.
]
]
] 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.

[ Very interesting stuff... -k]