Robert Gehl wonders if there is any chance of getting a “dislike” button in these days of “liking”.
Liking in marketing was always meant to be a metonym for many other complex processes — persuasion, affect, cognition, recall — but it wasn’t meant to be exposed to the public as such. In Facebook, however, the “Like” button further reduces this reduction and makes it visible, making the whole process somewhat cartoonish and tiresome. The consequences can be seen in “Like us on Facebook to enter to win!” promotions and the obsession with Like counts among businesses large and small