People from different cultures use their brains differently to solve the same tasks. This could explain things like why, in Western cultures anyway, blind tasting tests have shown that, to most people, more expensive wine actually TASTES better.
In BBC News, Kathryn Westcott reports that when researchers asked 21 volunteers to try different bottles of the same type of red wine and report on which ones they liked best. The only information they were given was the price. When two people were given the same wine to drink but told that they were different and that one was much more expensive, they both liked the “more expensive” one better.