Consumers: Why do you like what I like, but I don't like what you like?

ScienceDaily (2010-05-30) -- When we like a product, do we think others will like it, too? And when we believe others like a product, do we like it as well? A new study says these two questions are fundamentally different.

文中有二個名詞概念：
projection & introjection：
前者是，我若有相當的喜好度，那麼別人會喜歡嗎？
後者則是，若別人喜歡，那麼我會喜歡嗎？


這則報告結論：

"If we learn others' preferences before forming our own, we tend to preserve our uniqueness by altering our product preferences accordingly," the authors write. "If, however, we already have an opinion about a product, we are okay with others following us."

如果我們在個別喜好形成之前，得知別人喜好的理由，對於產品的喜好，我們會傾向持保留對產品獨特看法的態度(改變我們對產品的喜好度)；
但是我們對產品若已有既定的想法，讓別人跟隨無妨(不會改變我們的喜好度)。