Electroencephalography was used to record electrical brain activity, and three Likert scales were utilized for rating brand
loyalty and pleasantness. The Likert scales were administered within a larger online survey that included demographics. The Raju, Unnava, and Montgomery (2009) three-question, nine-point Likert scale ranging from 1 (disagreement) to 9
(agreement) was used to assess brand loyalty. Taste preference was assessed using Plassmann et al.’s (2008) pleasantness 6-point Likert scale ranging from 1 (do not like it at all/not intense at all) to 6 (like it very much/very intense). Participants were asked, “Which brand would you prefer after Taste preference was also measured implicitly using EEG. Both beverages
contained similar caffeine content