When seeking advice, consumers are more likely to turn to other consumers who love the same things they love, not those who hate the same things they hate, according to an article in the March 2007 Journal of Consumer Research.
While there are relatively few ways that products are loved, there are many ways that they are hated. For instance, when a person loves a product, they generally love all aspects of the product. On the other hand, when a person hates a product, they can hate everything about it, hate certain aspects of it and like others, or like all of the individual aspects of the product but hate the way they go together. This "attribute ambiguity," the researchers contend, influences trust and makes people more likely to seek the opinions of those who have product "likes" similar to their own.
We talk a lot about MOM's and revealing personal information over time to add depth to your relationships. Just be careful that you are not spending a lot of time bonding over a common dislike...if the research is true, while it might feel like building rapport or sharing common interests, you might also be destroying the trust you seek to gain.
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