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Asymmetric Association of Liking and Disliking Judgments: So What's Not to Like?

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  • Herr, Paul M
  • Page, Christine M

Abstract

We find that liking and disliking judgments appear asymmetrically linked in memory. In experiment 1 liking queries about objects were answered faster than disliking queries, irrespective of instructions to (1) simply examine the objects, (2) consider one's liking for the objects, (3) consider one's disliking for the objects, or (4) make an irrelevant judgment. Moreover, liking judgments appeared to be made spontaneously, while disliking judgments appeared to result from a more controlled process. Experiment 2 replicated these results with extremely dislikable and extremely likable stimuli. Experiment 3 revealed that disliking judgments prime liking judgments more than liking judgments prime disliking. Copyright 2004 by the University of Chicago.

Suggested Citation

  • Herr, Paul M & Page, Christine M, 2004. "Asymmetric Association of Liking and Disliking Judgments: So What's Not to Like?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 588-601, March.
    • Handle: RePEc:oup:jconrs:v:30:y:2004:i:4:p:588-601
    DOI: 10.1086/380291
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    Cited by:

    1. Andrew Gershoff & Ashesh Mukherjee & Anirban Mukhopadhyay, 2006. "“I love it” or “I hate it”? The positivity effect in stated preferences for agent evaluation," Marketing Letters, Springer, vol. 17(2), pages 103-117, April.
    2. Li, Megan Yuan & Makino, Shige & Jiang, Chunyan, 2019. "Does national sentiment affect foreign direct investment, and if so, how? Additional evidence," International Business Review, Elsevier, vol. 28(5), pages 1-1.
    3. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    4. Martin Reimann & Raquel Castaño & Judith Zaichkowsky & Antoine Bechara, 2012. "Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice," Marketing Letters, Springer, vol. 23(3), pages 745-759, September.
    5. Hilke Plassmann & Peter Kenning & Michael Deppe & Harald Kugel & Wolfram Schwindt, 2005. "Neural correlates of the affect heuristic during brand choice," Experimental 0509004, University Library of Munich, Germany.
    6. William F., Messier & Robertson, Jesse C. & Simon, Chad A., 2015. "The effects of client management concessions and ingratiation attempts on auditors' trust and proposed adjustments," Advances in accounting, Elsevier, vol. 31(1), pages 80-90.
    7. Kim, Junghyun & Park, Taehoon, 2020. "How corporate social responsibility (CSR) saves a company: The role of gratitude in buffering vindictive consumer behavior from product failures," Journal of Business Research, Elsevier, vol. 117(C), pages 461-472.

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