Abstract The Pepsi Paradox refers to the observation that Pepsi is preferred to Coke in blind taste tests, despite Coke being regarded as the more successful brand. We begin by describing the origins of the Pepsi Paradox. We then outline a neural hypothesis for why it occurs. Next, we carefully assess the published behavioural studies related to the Pepsi Paradox, and on people’s ability to distinguish colas by taste. We conclude that the existing research has failed to provide sufficient evidence for the existence of the Pepsi Paradox. In fact, there does not even seem to be a consistent taste preference for either beverage in the reviewed studies.

中文翻译：

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百事可乐悖论：回顾

摘要 百事可乐悖论是指在盲品测试中百事可乐比可口可乐更受欢迎的观察结果，尽管可口可乐被认为是更成功的品牌。我们首先描述百事可乐悖论的起源。然后，我们概述了为什么会发生的神经假设。接下来，我们仔细评估已发表的与百事可乐悖论相关的行为研究，以及人们通过口味区分可乐的能力。我们得出结论，现有的研究未能为百事可乐悖论的存在提供足够的证据。事实上，在所审查的研究中，这两种饮料似乎都没有一致的口味偏好。