The danger of liking

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

The danger of liking

Wendy GordonAcacia Avenue

Over five decades of qualitative practice, Wendy Gordon has come to the firm conclusion that liking is important, but not to be taken at face value.

Intuitively, people believe that liking a person or activity is 'a good thing'. Liking instinctively means enjoyment and therefore it translates into behaviour that encourages more of the rewarding experience. Looking at the opposite side of the coin, disliking a person or activity often results in conscious or unconscious behavioural avoidance.

We also know from our experience of living that liking does not always translate into...

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