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.
Citation:
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: .
Authors
Daniel He, Columbia University, USA
Shiri Melumad, Columbia University, USA
Michel Pham, Columbia University, USA
Volume
NA - Advances in Consumer Research Volume 41 | 2013
Share Proceeding
Featured papers
See MoreFeatured
Augmented Reality, Augmented Trust: How Augmented Reality Enhances Consumer Trust In Online Shopping
Alberto Lopez, Tecnológico de Monterrey, MEXICO
Rachel Rodriguez, Tecnológico de Monterrey, MEXICO
Claudia Quintanilla, Tecnológico de Monterrey, MEXICO
Raquel Castaño, Tecnológico de Monterrey, MEXICO
Featured
A8. Do You Accept The Terms And Conditions? The Role Of Trust And Hedonic Content On Self-Disclosure To Apps
Carla Freitas Silveira Netto, UFRGS
Simoni F Rohden, UFRGS
Marina de Wallau Lugoch, Federal University of Rio Grande do Sul (UFRGS)
Natalia Englert, UFRGS
Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Featured
J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship
Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University