No. 84 · People · Human Nature and Judgement
Liking and Loving Tendency
Once we like someone or something, we overlook its flaws and overrate its merits.
In the Almanac
“The Pepsi Challenge”, 1975 · “Patagonia”, 2011
Both stories in full, three ways to use it and where it misleads.
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Questions
What is Liking and Loving Tendency?
The tendency to like or love is our inclination to favour people, products or ideas we associate with positive feelings. It can override objective judgement, leading us to overlook flaws in what we like and discount the merits of what we don't. Brand loyalty can even change how something seems to taste.
How do you use Liking and Loving Tendency?
Audit your preferences: do you genuinely value this, or do you like it because of what it is associated with? Try explaining your choice to someone with a very different perspective. When stakes are high, ask a neutral person to review decisions involving people or things you love.
When does Liking and Loving Tendency matter?
Liking and Loving Tendency is one of the 60 mental models for people, the situations where you ask: Why do people act as they do, and how do I work with them? Within that, it belongs to “How we judge others”, alongside False Consensus Effect, Fundamental Attribution Error and Halo Effect.
What is an example of Liking and Loving Tendency?
Two stories show it at work: The Pepsi Challenge (1975) and Patagonia (2011). Both are told in full in The Mental Models Daily Almanac, which has two stories for each of its 365 models.
Which mental models are related to Liking and Loving Tendency?
Halo Effect, Disliking and Hating Tendency and Loyalists vs Mercenaries. Liking and Loving Tendency itself comes from human nature and judgement.