Discussion
Emotion
Electroencephalographic analysis revealed that there were more participants who felt a neutral emotion for the beverages
than a significant like or dislike as work by Davidson (1992) would suggest. This could be due to the familiar taste of the cola beverages, consistent with past research by Burshteyn and Buff (2008) indicating that participants could not distinguish between the different brands presented in the study. Also, this neutral emotional connection to each brand also helps to understand why participants were more willing to switch to the less expensive brand