In 2003, neuroscientist Read Montague added an FMRI twist to the Pepsi Challenge. In a standard blind taste test, the brain region associated with seeking reward was highly active, and Pepsi still came out on top. But things changed when volunteers were told what they were drinking. This time, Coke was the clear winner, and the area of the brain associated with thinking processes lit up. In other words, the expectation of drinking Coke made it more enjoyable.