Barnes-Holmes, D., Keane, J., Barnes-Holmes, Y., & Smeets, P. M. (2000). A derived transformation of emotive functions as a means of establishing differential preferences for soft drinks. The Psychological Record, 50, 493-511.
The authors, researchers at the National University of Ireland, found a significant difference in terms of the ratings of the pleasantness of the colas for the group who passed the equivalence test. The group of subjects who failed the equivalence test showed no significant difference in their ratings of the colas. Experiment 2 demonstrated that exposure to the equivalence test was not a prerequisite for the transfer of preference functions. Experiment 3 demonstrated that it is possible to reverse subjects' preferences for the two colas by reversing the trained conditional discriminations. Furthermore, unlike the previous two experiments, Experiment 3 assessed the preference functions for the emotive words before and after the conditional discrimination training and transfer testing.