The Feeling of Learning and the Joy of Liking

Likes and "Dislikes" provide valuable information to New Media firms. In addition to the social and instrumental incentives in expressing "Likes" and "Dislikes" online, we propose that people evaluate their preferences because they derive an inherent pleasure from the feeling of self-discovery when they learn what they like or dislike.


Daniel He, Shiri Melumad, and Michel Pham (2013) ,"The Feeling of Learning and the Joy of Liking", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Daniel He, Columbia University, USA
Shiri Melumad, Columbia University, USA
Michel Pham, Columbia University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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