Certainly, most people have noticed the increasingly growing consumers of various products in the market. But has any person ever wondered what is the secret or the magical recipe that the marketers use to attract consumers’ minds and control their brains? The author, Mary Carmichael, of this article spots the light on the science behind the emotional attachments between the consumers and the brands they buy. Her audience is, obviously, all consumers, as she illustrates to them how they are attracted to such brands. Carmichael’s article is very effective, because all the information she provides in the article are based in researches. For example, she began with “Pepsi Challenge,” in which people blindly taste two samples of Coke and Pepsi,