Aint Nuthin Like the Real Thing
According to this study, the idea of Coca Cola has more to do with how we think it tastes than the actual taste does.
…the researchers found that the Coke label stimulated a huge increase in activity in parts of the brain associated with cultural knowledge, memory and self-image - so much that the scientists could use brain scans to predict which soft drink an individual was likely to prefer. The Pepsi label produced no such increase.