E. If the branding of soft-drinks (Coca-Cola in particular) plays a greater role in decision than taste does then more people will say they like Coke than Pepsi when told they're drinking Coke than they do when they're not told. (Montague's experiments showed that) more people did say they like Coke than Pepsi when they were told they were drinking Coke (and showed that different regions of the brain were involved when participants considered the brand). So the branding of soft-drinks plays a greater role in decision than taste.