Liking Bias

Image created with Midjourney. Image prompt:
Image created with Midjourney. Image prompt: Visualize the Liking Bias: A salesperson with a friendly, charming demeanor presenting a product to a customer, contrasted with the same customer making a thoughtful decision, ignoring the salesperson's influence. Use a minimalistic 2D style with a neutral color palette, adding color to emphasize the product and the customer's thoughtful expression

The Liking Bias refers to the psychological phenomenon where we are more likely to agree with or be persuaded by people we like. This bias can significantly impact our decision-making process, including how we interact with and perceive digital software products.

To understand this better, let's explore three examples of the Liking Bias:

Celebrity Endorsements

When a celebrity we admire endorses a product, we are more likely to view that product positively, even if the celebrity has no expertise in the product's domain.

Social Media Influencers

We tend to trust and follow the recommendations of influencers we like, often without questioning the merit of the product they are promoting.

Salesperson Interactions

A friendly, likable salesperson can sway our purchase decision, causing us to overlook other vital factors such as the product's features, price, or durability.

How does the Liking Bias play a role in the creation of digital software products?

User Interface Design

Designers can create interfaces that users find likable and engaging, which can enhance user experience and promote user retention. However, a focus on likability should not overshadow functionality and usability.

Product Development

Developers might be more inclined to use technologies or methodologies they like or are comfortable with, potentially overlooking better alternatives. Awareness of this bias can help ensure objective technology choices.

Marketing and Sales

The Liking Bias can be leveraged in marketing strategies, such as influencer marketing or creating likable brand personas. But it's crucial to ensure that the product's actual value matches the likability of its endorsements to maintain trust and credibility.


In conclusion, the Liking Bias is a powerful force that can shape our perceptions and decisions. In the realm of digital software product creation, it can be both an asset and a potential pitfall. By understanding this bias, we can create more effective designs, make more objective decisions, and build more honest marketing strategies. The key lies in balancing likability with real value and integrity.