You May Also Like by Tom Vanderbilt Summary

You May Also Like explores how human preferences are shaped by psychology, neuroscience, and social influences. Tom Vanderbilt investigates why we like certain things, how taste evolves, and the role of algorithms and culture in decision-making. The book blends research on consumer behavior, art, and technology to reveal why preferences are rarely as personal as we assume.

This book is ideal for readers interested in psychology, marketing, or cultural studies. It appeals to curious minds exploring how social dynamics, memory, and even randomness shape everyday choices. Professionals in UX design, advertising, or content curation will find actionable insights into consumer behavior.

Yes, critics praise its engaging mix of erudition and accessibility. Vanderbilt’s deep research into topics like “the paradox of choice” and “the science of liking” offers fresh perspectives on decision fatigue and cultural trends. The Wall Street Journal called it “a joyous intellectual journey” for its balance of wit and rigor.

Tom Vanderbilt is a journalist and bestselling author known for dissecting everyday phenomena like traffic (Traffic: Why We Drive the Way We Do) and lifelong learning (Beginners). His work often combines anthropology, design, and behavioral science. A contributor to Wired and The New York Times, he lives in Brooklyn with writer Jancee Dunn.

The book argues that preferences stem from a mix of biology, social pressure, and exposure. For example, we often gravitate toward familiar patterns (neuroaesthetics) or choices validated by peers (social proof). Vanderbilt also debunks the myth of “authentic taste,” showing how marketing and memory distort self-perception.

Vanderbilt highlights how social networks and algorithms create feedback loops that amplify trends. People often adopt preferences to signal identity or belonging, a concept called “conspicuous consumption.” Experiments reveal that ratings and reviews disproportionately sway choices, even among experts.

The guide includes principles like:

• Liking is learned: Exposure and context shape preferences.
• Dislikes are stronger: Negative reactions are more visceral and memorable.
• Novelty vs. familiarity: Balance drives lasting appeal.
• Categorization matters: We prefer things that fit mental frameworks.

Experts often prioritize complexity and nuance (e.g., wine connoisseurs), while laypeople prefer simplicity and emotional resonance. Vanderbilt notes that “taste gaps” emerge from training, not innate superiority—a point illustrated by studies on music, art, and food.

“The easy like” refers to low-effort preferences driven by defaults or convenience (e.g., streaming recommendations). Vanderbilt warns these choices can stifle exploration, creating “filter bubbles” that limit cultural diversity. Breaking this cycle requires intentional curiosity.

Paradoxically, more options reduce satisfaction by amplifying anxiety (“the tyranny of choice”). The book cites experiments showing people struggle to articulate why they prefer one option over another, leading to decision paralysis or reliance on shortcuts like brand loyalty.

Yes, Vanderbilt critiques how algorithms homogenize taste and reduce serendipity. While not anti-technology, he urges readers to question why they like what they like, advocating for mindful consumption over passive acceptance of trends.

Vanderbilt suggests:

• Reflect on why you prefer something.
• Seek diverse influences to avoid echo chambers.
• Embrace “slow taste” by revisiting disliked items over time.

These strategies foster more authentic, resilient preferences.