Quote Originally Posted by M.L. View Post
People didn't just irrationally believe Coke tasted better. Seeing the label actually changed the activity level of the brain. To them, Coke really did taste better.

This has got to be incredibly frustrating to a scientist. However, if you accept that context, emotion, and subjective perceptions are all part of the sociocultural fabric, it may not allow you to predict behavior, but it will at least lead you to accept that there are vast unknowns out there, and that any attempt to understand or influence a sociocultural system should proceed from that basic premise.
This is brilliant, btw. However, I do not agree that these are "unknowns" or at least that they are "unknowable".

They are probably unknowable from a purely rational scientific POV, but they are certainly knowable or at least recognizable on a viscerally conscious level. The problem with traditional "science" is that it limits the range of intelligence one can apply to a problem.

Liking something better because you can see the label certainly makes sense on a gut level. Just like hamburgers taste better when eaten right side up. (at least to me...)