Asymmetric association of liking and disliking judgments: So what's not to like?

被引：43

作者：

Herr, PM ^{[1
]}

Page, CM

机构：

[1] Univ Colorado, Leeds Sch Business, Boulder, CO 80309 USA

[2] Skidmore Coll, Saratoga Springs, NY 12866 USA

来源：

JOURNAL OF CONSUMER RESEARCH | 2004年 / 30卷 / 04期

关键词：

D O I：

10.1086/380291

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

We find that liking and disliking judgments appear asymmetrically linked in memory. In experiment 1 liking queries about objects were answered faster than disliking queries, irrespective of instructions to ( 1) simply examine the objects, ( 2) consider one's liking for the objects, ( 3) consider one's disliking for the objects, or ( 4) make an irrelevant judgment. Moreover, liking judgments appeared to be made spontaneously, while disliking judgments appeared to result from a more controlled process. Experiment 2 replicated these results with extremely dislikable and extremely likable stimuli. Experiment 3 revealed that disliking judgments prime liking judgments more than liking judgments prime disliking.

引用

页码：588 / 601

页数：14

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