Likeability, liking is not enough

The purpose of this paper is to analyse likeability. The concept has often been a key indicator for market researchers, and has generally been seen as a relatively simple and reliable measure, but it needs to be considered carefully if, as a metric, it is not to prove misleading, as it is only one of a number of different factors that influences consumers.

Likeability, liking is not enough

Nathalie Yvert-Blanchet and Agnès FournierSensory Analysis and Market Research Manager, Consumer Goods, V Mane Fils, France


Sensory messages we receive as consumers have always two faces: the cognitive face that helps us analyze, understand and take decisions in our life; and the affective, the emotional face (Holley, 2002). All the senses are not equal on the balance of these two faces: Vision, for example, seems to be more cognitive than emotional; this sense has the ability to analyze each field of information probably because it has been our best friend to...

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