25 Cognitive Biases - Bias 2 Liking-Loving Tendency

We ignore the faults of other people, products or companies that we admire.

According to Charlie Munger, a newly arrived human is born to like and love, and the strongest inborn tendency to love is that of a mother for its child.

Liking/Loving tendency makes the liker or lover tend to:

  • To ignore the faults of, and comply with wishes of the object of its affection.
  • To favor people, products and actions merely associated with the object of his affection as seen in bias 10 – influence from mere association.
  • To distort other facts to facilitate love.
  • 6 thoughts on “Bias 2 – Liking/Loving Tendency

    1. Mitchel Nguyen says:

      This is an easy one to catch yourself doing, and I do this with sports all the time! I catch myself when rooting for my favorite team and think they’re going to win, even though they have been doing poorly that season. Some refer to this as the Halo Effect.

    2. Ashuza says:

      This is definitely one of those do as I say, not as I do kind of thngis. I am probably more active in my investing than I should be. I would advise others not to. I do follow you recommendation of limiting your fun money. I keep about 10% in a separate account which allows me to speculate and not impact my overall portfolio.

    3. Derrick says:

      Number 2; Liking Bias. From my understanding this cognitive bias will make people ignore facts or faults of a person or object. For example, we all may like/love our mothers. However this bias can put a blur on the facts or faults that they may be hurting or mistreating us. Or that they may have done something wrong, like purposing killing our cat. Since we like/love our mother so much we may ignore the fact that she truly killed our cat. And possibly blame someone else..

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    6. Carlos Charre says:

      For example, be so good to your clients that when you do something wrong or stupid they won’t get rid of you because you built the relationship of trust, even though you did something morally wrong!

      Or for example, your mom killed your dog but because you love your mom you refuse to believe that she killed your dog and treat her like nothing happened.

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