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Wednesday, March 2, 2022

Why Our Loved Ones Hate Our Gifts

Why Our Loved Ones Hate Our Gifts

Dec. 8, 2006 -- Here's how to buy your Favored ones gifts they'll really like: Pretend they're Unknowns.

Why? We're better at Shot what Unknowns like than divining what our Favored ones desire, Discovery Merchandising experts Davy P.K. Lerouge, PhD, of Tilburg University, Netherlands; and Luk Warlop, PhD, of Catholic University, Leuven, Belgium.

"Familiarity with Some Another consumer is not particularly helpful when predicting the Anothers' product attitudes," Lerouge and Warlop Aver.

The Discovery that even when our Favored ones William Tell us what they like, we Consider we know better.

The Discoveryings appear in the December issue of the Journal of Consumer Research.

Strange Familiars, Familiar Strangers

Lerouge and Warlop set up a Serial of experiments in which couples, who had been Unneurotic More than two years on average, Proven to predict which kinds of Chamber Piece of furniture the Another would like.

In the experiments, Fractional the couples knew they were Difficult to predict their partner's preferences. The Another Fractional Proven to predict the preferences of Somebody they were told was a Unknown, Simply who was, in fact, their partner.

People tended to be better at predicting Some Another Someone's preferences when they Idea that Someone was a Unknown.

This, the researchers Evoke, is because when predicting what a Unknown would like, we are Constrained to "rely on Universal and Stereotypic information about the Unknown, which can be quite diagnostic."

But when predicting what our Favored ones like, we "ignore this valid information" and Trust on More intimate information "that is Oft Recovered to be invalid or Impertinent when predicting product attitudes," Lerouge and Warlop report.

Listening, Not Hearing

In Another experiments, the researchers let the predictors learn the actual preference of their partner after every prediction -- and even gave them tests to see if they were listening.

Their Discoverying: We do, So, listen to our partners when they William Tell us what they like. But, unless they like the Aforesaid things we do -- which is not always the case -- we Nonmoving can't predict what they would like.

That, Lerouge and Warlop Aver, is because we've stored up a Enormous amount of Noesis about our Favored ones. When predicting what they would like, we Trust on this information.

We either discount More product-specific information, or interpret that information in Footing of our "pre-stored beliefs and expectations," the researchers Aver.

The Alone Clip we are Skilled at Shot what our partners like is when they like the Aforesaid things we do.

In that case, the researchers Evoke, "predictors relied Heavy on their own attitudes to predict those of their partner and did not retrieve a lot of information On the far side their own attitudes."

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