Personality, the uber-construct in the modern 'liking' business

The uber-construct is also the attribution of human psycho-social traits to non-human things

Whether simultaneously, or in stages, whether consciously or less so, design rests on two legs. The first concerns appropriateness, or shaping form to purpose. The other concerns liking, or the positive emotions she expects to evoke from the persons in whose life the object will have a role. 

The uber-construct in the modern “liking” business is personality, or the attribution of human psycho-social traits to non-human things. It’s the most-used framework to understand and structure liking. But it was not always so. 

Modernity

Tools for thinking about liking are understandably limited to ancient, if evolving, canons of proportion and form. These tend to