Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

The power of love -- When it comes to taste, we value similarities more than differences

14.02.2007
Whose tastes do you trust more? The person who loves the same things you love? Or the person who hates the same things you hate?

Turns out, when we’re looking for advice, positivity reigns. A new study reveals that we trust those who love the same things we love more than those who hate the same things we hate. As the researchers explain in the March issue of the Journal of Consumer Research, "There are few ways that products are loved, but many ways that they are hated."

Through a series of experiments, Andrew D. Gershoff (University of Michigan), Ashesh Mukherjee (McGill University), and Anirban Mukhopadhyay (Hong Kong University of Science and Technology) reveal that we are more willing to take the advice of someone with shared likes than someone with shared dislikes because of "attribute ambiguity." That is, consumers find it hard to isolate exactly what the recommender didn’t like – the offending characteristic of a movie, say, could be plot, acting, special effects, or any number of other factors.

"For a loved product, most people tend to love everything about it, and tend to hate nothing. But for a hated product, some people hate everything about it, some hate just one aspect while liking other aspects, and some like all the aspects individually, but hate how they go together," the authors explain.

One of the experiments presented in the study asked 120 people to anticipate another person’s taste in ice cream sundaes. As predicted, agreement on loved characteristics, such as hot fudge, led to greater inferred similarity and more confidence in the other person’s recommendations. However, when the number of possible factors was reduced to one scoop of ice cream with one topping, confidence increased in the person with shared hates.

"Our results extend the literature on word-of-mouth, which has generally found that negative word-of-mouth about products is weighed more heavily than corresponding positive word-of mouth," write the authors. "In contrast, we show that a positivity effect can emerge when the object of evaluation is the agent instead of the product."

Suzanne Wu | EurekAlert!
Further information:
http://www.uchicago.edu

More articles from Studies and Analyses:

nachricht Smart Data Transformation – Surfing the Big Wave
02.12.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT

nachricht Climate change could outpace EPA Lake Champlain protections
18.11.2016 | University of Vermont

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Electron highway inside crystal

Physicists of the University of Würzburg have made an astonishing discovery in a specific type of topological insulators. The effect is due to the structure of the materials used. The researchers have now published their work in the journal Science.

Topological insulators are currently the hot topic in physics according to the newspaper Neue Zürcher Zeitung. Only a few weeks ago, their importance was...

Im Focus: Significantly more productivity in USP lasers

In recent years, lasers with ultrashort pulses (USP) down to the femtosecond range have become established on an industrial scale. They could advance some applications with the much-lauded “cold ablation” – if that meant they would then achieve more throughput. A new generation of process engineering that will address this issue in particular will be discussed at the “4th UKP Workshop – Ultrafast Laser Technology” in April 2017.

Even back in the 1990s, scientists were comparing materials processing with nanosecond, picosecond and femtosesecond pulses. The result was surprising:...

Im Focus: Shape matters when light meets atom

Mapping the interaction of a single atom with a single photon may inform design of quantum devices

Have you ever wondered how you see the world? Vision is about photons of light, which are packets of energy, interacting with the atoms or molecules in what...

Im Focus: Novel silicon etching technique crafts 3-D gradient refractive index micro-optics

A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.

Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...

Im Focus: Quantum Particles Form Droplets

In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.

“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

ICTM Conference 2017: Production technology for turbomachine manufacturing of the future

16.11.2016 | Event News

Innovation Day Laser Technology – Laser Additive Manufacturing

01.11.2016 | Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

 
Latest News

Researchers identify potentially druggable mutant p53 proteins that promote cancer growth

09.12.2016 | Life Sciences

Scientists produce a new roadmap for guiding development & conservation in the Amazon

09.12.2016 | Ecology, The Environment and Conservation

Satellites, airport visibility readings shed light on troops' exposure to air pollution

09.12.2016 | Health and Medicine

VideoLinks
B2B-VideoLinks
More VideoLinks >>>