I Really Want to Like It: Motivated Liking

Motivations to like products can alter consumers’ evaluations of and choices of products. Studies 1 and 2 demonstrate enhanced liking for music thought to indicate refinement and sophistication in people who like it. Study 3 demonstrates that these effects occur counter to people’s expectations, ruling out belief-confirmation and social-desirability as explanations. Study 4 replicates the findings using choices that bear immediate consequences (listening to full songs) and a different motivation: believing oneself to have high emotional-intelligence. Further studies will explore additional motivations and product domains and investigate the process through which consumers learn to like products they are motivated to like.


Aner Tal and Dan Ariely (2009) ,"I Really Want to Like It: Motivated Liking", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 937-939.


Aner Tal, Duke University, USA
Dan Ariely, Duke University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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