Social Psychology - The Figurator Fire

People are inclined to construct social identities based on membership in an identification with different groups. Social psychologists call this kind of thing the self categorization theory. People's perceptions of themselves as Coke drinkers overrode their sense of taste, or at least what they reported being a Coke drinker. We tend to react poorly when somebody criticizes our stuff, because it can feel like an attack on people who like that stuff.