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 looking at the pictures of each cola tasted?”
either “Picture A” or “Picture B” to understand their brand recognition. To understand price perception participants
were shown the same two pictures with one option choice and asked, “Given the price, which cola would you consider
purchasing