During the recruitment phase of the research process, participants were informed that the study would be a taste test involving a soft drink. Participants were also informed that this study would include one in-person session that should last for no more than 1 hour. Consenting participants first completed the brand loyalty survey. After completing this survey, participants were seated and fitted with a standard electrode cap for recording EEGs using an eightchannel
bioamplifier system connected to a personal computer (www.cortechsolutions.com). Selected in random order, both the manufacturer and the private-label brand drink were tasted. Each drink was sipped intermittently cued by an arrow appearing on the participant’s monitor over a period of two minutes while recording EEGs. After tasting each
beverage, participants cleansed their palette using water as a constant and rated the pleasantness of each. Then a picture of each brand was presented to participants for them to select their preference