Interesting, will look into this more. A couple of points mentioned, was that they tested people from California and people in Mexico to find cultural differences and similarities. Wonder if they realized that California used to be Mexico, not so long ago? This does sound very interesting however.
Also know that visuals can affect how you like a song if you are more of a visual person. For example Hosiers Take me to the Church came out with a very disturbing violent anti gay video and I couldn't stand the song. Then it was released with a beautiful video inside a church like building with a sublime male ballet dancer and then the song turned into a favorite song.