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The Pleasure of Assessing and Expressing Our Likes and Dislikes

Author

Listed:
  • Daniel He
  • Shiri Melumad
  • Michel Tuan Pham
  • Vicki G MorwitzEditor
  • Amna KirmaniEditor
  • Chris JaniszewskiAssociate Editor

Abstract

Although consumer behavior theory has traditionally regarded evaluations as instrumental to consumer choice, in reality consumers often assess and express what they like and dislike even when there is no decision at stake. Why are consumers so eager to express their evaluations when there is no ostensible purpose for doing so? In this research, we advance the thesis that this is because consumers derive an inherent pleasure from assessing and expressing their likes and dislikes. In support of this thesis, the results of seven studies show that compared to a variety of simple and commonplace control judgments, assessing and expressing one’s likes and dislikes results in greater task enjoyment. This occurs because externalizing one’s evaluations enables a form of self-expression that appears to be deep and global. These findings have important implications for marketers and policy makers.

Suggested Citation

  • Daniel He & Shiri Melumad & Michel Tuan Pham & Vicki G MorwitzEditor & Amna KirmaniEditor & Chris JaniszewskiAssociate Editor, 2019. "The Pleasure of Assessing and Expressing Our Likes and Dislikes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(3), pages 545-563.
    • Handle: RePEc:oup:jconrs:v:46:y:2019:i:3:p:545-563.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucy079
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    Citations

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    Cited by:

    1. Turner, Frances & Merle, Aurélie & Gotteland, David, 2020. "Enhancing consumer value of the co-design experience in mass customization," Journal of Business Research, Elsevier, vol. 117(C), pages 473-483.
    2. Mengran Xu & Rebecca Walker Reczek & Richard E. Petty, 2023. "Need to evaluate as a predictor of creating and seeking online word of mouth," Marketing Letters, Springer, vol. 34(4), pages 697-712, December.
    3. Julia Sophia Wittich & Jan R. Landwehr & Daniel Wentzel, 2023. "How expressing one’s likes and dislikes affects enjoyment: a replication," Marketing Letters, Springer, vol. 34(2), pages 343-349, June.
    4. Moldovan, Sarit & Shoham, Meyrav & Steinhart, Yael, 2023. "Sending mixed signals: How congruent versus incongruent signals of popularity affect product appeal," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 881-897.
    5. Lopez, Jessica M. & Woolley, Kaitlin & McGill, Ann L., 2021. "A preference for preference: Lack of subjective preference evokes dehumanization," Organizational Behavior and Human Decision Processes, Elsevier, vol. 164(C), pages 52-67.

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