The research is based upon expert ranking by taste of 44 different brands of jam. The researchers picked the top and bottom rated brands and two intermediate brands and had amateur subjects (college students, OC
Gladwell goes on to offer a possible explanation for these results. How much of this is his own speculation and how much comes from the literature I couldn't tell. Experts, he points out, have a vocabulary to explain their choices, amateurs do not. So when asked to explain their choices, to make rational choices, amateurs oversimplify. This oversimplification leads to worse choices, in many cases. (Social science research in always iffy.
Edit: This may relate to our recent discussion about style. Consciously sticking to a particular style of play can be an oversimplification.
All of this is in line with my thinking about amateur go. IMO, rationality is overrated. (Now, I have made myself an expert in certain rational aspects of go, but that's me. I can lay no claim to expertise at go itself.) That's why I emphasize seeing (and looking and feeling) over reading. Beginner's mind is rather good.
This also underscores why imitation of expert play works so well. It's never too early to play over pro games.
Let me mention my heuristic for choosing between two gote that are relatively independent. Treat them as miai, so that if you play one your opponent plays the other (or thereabouts). Compare the two different whole board positions. Which do you prefer? Note that I am not asking for a reason why. But if you have one, why not?
Am I against reading? No, of course not, at least once you have reached SDK level. Takemiya says to play what you want to play.
What about the vocabulary of go? Go has a rich vocabulary, as well as actual proverbs, which it is good to learn. (But, IMO, beware of amateur proverbs, as they will tend to oversimplify.) Many important go terms are not well defined. It is not by logic that you can understand them, but by judgement. As your judgment improves, you become more expert. IMX, attempting to understand go terminology does help you to play better.