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http://arstechnica.com/science/2011/08/users-treat-criticism-of-favorite-brands-as-threat-to-self-image/ http://arstechnica.com/science/2011/08/users-treat-crit

• TillE 13y ago
  It's so strange. I don't think I could name a single company or even product that I'm not ambivalent about. I may prefer X over Y, but everything has irritating flaws. I don't pretend to be some emotionless paragon of objectivity. It's just...criticism is good. I try to even highlight my own flaws, so they can be addressed. It's far more useful than trying to ignore problems.
  • Scaevolus 13y ago
    Do you also tend to feel ambivalent about political parties and religions? These feelings largely depend on whether you view the world in absolute or relative terms.
• MichaelApproved 13y ago
  A similar study was performed with religion. When someone attacked a persons religion, they felt like it was an attack on them.