Originally Posted by
M.L.
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.
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