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Not to blow a lid on the presupposed research of subconscious decisions but I buy both coke and pepsi depending on which one is on special that week at the grocery store.  However, if I had my choice I would choose coke.  Not because I have an identity with the brand, but because Pepsi is weaker.  Coke has a stronger fizz, taste better, and ultimately lasts longer without going flat in the fridge.  Now, I would always choose Mr. Pibb over all of these but for some reason, you just can't find Pibb in the two liter bottles in the store.  Why would I choose Pibb?  Because Pibb has the stronger fizz like coke but tastes better than coke.  It has nothing to do with brand loyalty.  To prove my point I a friend blindfold me, not tell me what I was drinking and out of six different sodas to rank the one's I prefer on taste.  It came out Mr. Pibb, Coke, Dr. Pepper, Pepsi, RC Cola, and then Sams Choice Cola.   in that order.  There is a clear distinct taste of them all.    It has nothing to do with the subconscious.  Its the same reason I do not eat brussel sprouts or oatmeal.  I hate the taste of it.  Just a thought of course.