abstract:Read Montague (born 1960) is an American neuroscientist and popular science author. He is the director of the Human Neuroimaging Lab and Computational Psychiatry Unit at the Virginia Tech Carilion Research Institute in Roanoke, Virginia and is also a professor in the department of physics at Virginia Tech in Blacksburg, Virginia.
ReadMontague, a neuroscientist at Baylor College of Medicine in Houston, has demonstrated that subjects' brains register a preference for Coke or Pepsi that correlates with the product they choose in blind taste tests. (His study is not funded by the cola giants.) The brain of "Subject P" on the monitor in the Human Neuroimaging Lab, for instance, shows he is a Pepsi lover.