Suppose they renamed it to "Hate" and made the icon a skull or something, but kept the functionality the same. I bet you (and others) would use it differently,

Suppose they renamed it to "Hate" and made the icon a skull or something, but kept the functionality the same. I bet you (and others) would use it differently, not only because of the psychological difference for you but also because of the difference in how other people will likely react to "voyou Hated this" rather than "voyou Liked this". "Like" versus "Favorite" is a much smaller change, of course, as is "heart" versus "star" -- but they're still changes. Why shouldn't they have an effect?