Liking/Loving Tendency
We overlook faults of what we love and distort facts in their favor.
Key Principle
Affection distorts perception—seek disconfirming evidence about things you like.
Understanding Liking/Loving Tendency
When we like or love something—a person, a company, a product, an idea—we tend to ignore its faults, see its virtues as larger than they are, and favor people and products associated with the object of our affection.
This bias is at the heart of brand loyalty, political tribalism, and personal blind spots. We're more likely to believe news that favors our preferred candidate. We're more forgiving of mistakes made by friends. We attribute positive qualities to people we find attractive.
In investing, this manifests as falling in love with a stock or company and ignoring warning signs. In management, it appears as favoring employees we like personally over those who perform better.
Real-World Examples
- Apple fans defending design choices they would criticize from other companies.
- Parents seeing their children as more talented than objective evidence suggests.
- Investors holding onto losing stocks because they "love the company."
- Employees overlooking a charismatic leader's ethical failures.
How to Apply This
Actively seek criticism of things you like before making decisions
Ask: Would I feel the same way about this if it came from someone I disliked?
Get outside opinions from people who don't share your affection
Set objective criteria before evaluating things you might be biased about
Common Mistakes to Avoid
- Dismissing valid criticism as "haters" or bias
- Surrounding yourself only with others who share your affections
- Letting likability override competence in hiring and partnerships
- Holding investments too long because of emotional attachment
Notable Quotes
"A man who carries a cat by the tail learns something he can learn in no other way."
— Mark Twain
"Love is blind."
— Proverb