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We present unambiguous experimental evidence for (quantum-like) probabilisticcontextuality in psychology. All previous attempts to find contextuality in apsychological experiment were unsuccessful because of the gross violations ofmarginal selectivity in behavioral data, making the traditional mathematicaltests developed in quantum mechanics inapplicable. In our crowdsourcingexperiment respondents were making two simple choices: of one of two charactersin a story (The Snow Queen by Hans Christian Andersen), and of one of twocharacteristics, such as Kind and Evil, so that the character and thecharacteristic chosen matched the story line. The formal structure of theexperiment imitated that of the Einstein-Podolsky-Rosen paradigm in theBohm-Bell version. Marginal selectivity was violated, indicating that the twochoices were directly influencing each other, but the application of amathematical test developed in the Contextuality-by-Default theory, extendingthe traditional quantum-mechanical test, indicated a strong presence ofcontextuality proper, not reducible to direct influences.

Snow Queen is Evil and Beautiful: Experimental Evidence for Probabilistic Contextuality in Human Choices