When we let our hearts choose for us, we are more influenced by people who resemble ourselves, a PhD study from BI Norwegian Business School shows.
Every day we have to make a number of choices, and it is not always easy to know what the right choice is. That is why we often seek advice from others before making decisions. The Internet provides us with entirely new ways of finding out what other people feel about different products and services.
Many of us book hotel rooms online. Unless we are already familiar with the hotel, we will probably read reviews by former guests at the hotel before making up our minds. Such reviews are written by many different types of guests, families with small children, families with older children, single travellers, older guests and many other groups.
If you are a 25 year old student, for instance, you might attach different weight to a review from a student of your own age (the reviewer is similar to you) than you would to the comments from a 60 year old professor (who is different from you).
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