Featured Research

from universities, journals, and other organizations

Consumers: Why do you like what I like, but I don't like what you like?

Date:
May 30, 2010
Source:
University of Chicago Press Journals
Summary:
When we like a product, do we think others will like it, too? And when we believe others like a product, do we like it as well? A new study says these two questions are fundamentally different.

When we like a product, do we think others will like it, too? And when we believe others like a product, do we like it as well? A new study in the Journal of Consumer Research says these two questions are fundamentally different.

Related Articles


"The answer to the first question (Will others like it?) requires people to start with their own product preferences, which we call projection," write authors Caglar Irmak (University of South Carolina), Beth Vallen (Loyola University), and Sankar Sen (Baruch College). The second question (If others like it, do I?) makes people think first about others' preferences and then decide whether they like the product or not, which is called "introjection."

"We show that different psychological processes underlie projection and introjection," the authors write. "In particular, we demonstrate that providing our own opinion about a product before thinking about others' preferences, as in projection, affirms one's unique concept." This, in turn, weakens uniqueness motivations and leads consumers to predict others will like what they themselves like.

On the other hand, thinking about others' preferences before our own (introjection) threatens our sense of uniqueness. "As a result, those who are in high need for uniqueness don't like what other people like," the authors explain.

In their studies, the authors showed participants advertisements for one of two novel technology products that had not yet been introduced to the market. One group of participants, assigned to the projection condition, stated their own preferences for the product and then estimated those of others. Another group, which was assigned the introjection condition, estimated the preferences of others and then reported their own preferences. Then they measured the participants' need for uniqueness.

"If we learn others' preferences before forming our own, we tend to preserve our uniqueness by altering our product preferences accordingly," the authors write. "If, however, we already have an opinion about a product, we are okay with others following us."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Caglar Irmak, Beth Vallen, and Sankar Sen. You Like What I Like but I Don't Like What You Like: Uniqueness Motivations and Product Preferences. Journal of Consumer Research, October 2010

Cite This Page:

University of Chicago Press Journals. "Consumers: Why do you like what I like, but I don't like what you like?." ScienceDaily. ScienceDaily, 30 May 2010. <www.sciencedaily.com/releases/2010/04/100419151108.htm>.
University of Chicago Press Journals. (2010, May 30). Consumers: Why do you like what I like, but I don't like what you like?. ScienceDaily. Retrieved January 31, 2015 from www.sciencedaily.com/releases/2010/04/100419151108.htm
University of Chicago Press Journals. "Consumers: Why do you like what I like, but I don't like what you like?." ScienceDaily. www.sciencedaily.com/releases/2010/04/100419151108.htm (accessed January 31, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Saturday, January 31, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

NFL Concussions Down; Still on Parents' Minds

NFL Concussions Down; Still on Parents' Minds

AP (Jan. 30, 2015) The NFL announced this week that the number of game concussions dropped by a quarter over last season. Still, the dangers of the sport still weigh on players, and parents&apos; minds. (Jan. 30) Video provided by AP
Powered by NewsLook.com
Study Shows Newborn Chicks Count From Left to Right Just Like Humans

Study Shows Newborn Chicks Count From Left to Right Just Like Humans

Buzz60 (Jan. 30, 2015) Researchers for the first time identified human&apos;s innate preference for associating low and high numbers with the left and right respectively in another species. Jen Markham (@jenmarkham) explains. Video provided by Buzz60
Powered by NewsLook.com
Best Mood Elevating, Feel Good Shakes & Smoothies

Best Mood Elevating, Feel Good Shakes & Smoothies

Buzz60 (Jan. 30, 2015) You can elevate your mood by having a meal in a glass. Fitness and nutrition expert John Basedow (@JohnBasedow) offers the best &apos;feel good&apos; smoothies and shakes chock full of depression-relieving ingredients...including apples, berries, lemons, cucumbers, papaya, kiwi, spinach, kale, whey protein, matcha, ginger, turmeric and cinnamon. Video provided by Buzz60
Powered by NewsLook.com
Poll Says Firstborn Is Responsible, Youngest Is Funnier

Poll Says Firstborn Is Responsible, Youngest Is Funnier

Newsy (Jan. 30, 2015) According to a poll out of the U.K., eldest siblings feel more responsible and successful than their younger siblings. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins