What's not to like? Why fondness makes us poor judges, but dislike is spot-on

How good are we at guessing other people’s likes and dislikes? Ever bring a favorite dish to a potluck – only to watch it go uneaten? Or receive an unwelcome shock when a cherished product is discontinued for lack of sales? People have the tendency to assume the whole world likes what we like, reveals new research from the June 2008 issue of the Journal of Consumer Research. However, we don’t generalize the same way when it comes to things we hate.