Why Horoscopes are Popular

Have you ever wondered why horoscopes are popular? The answer is in the so-called Forer Effect.

In 1948, psychologist Bertram R. Forer conducted a study where he administered a personality test to his students and then provided them with a personalized analysis based on their results. On average, the students rated the analysis a 4.30 on a scale of 0 (very poor) to 5 (excellent) on how applicable it was to them personally. They were shocked to find out that each student received the exact same analysis: a collection of generic statements.

Forer's "analysis" contained statements such as, "You have a tendency to be critical of yourself." and "At times, you have serious doubts as to whether you have made the right decision or done the right thing." Research later concluded that for the effect to occur, it is crucial that the subject believes the analysis is personalized, trusts the evaluator's authority, and perceives the analysis to highlight mainly positive traits.

To avoid falling prey to the Forer effect, it's essential to approach generalized advice with a critical eye. Even if most people don’t rely on horoscopes anymore, social media is full of similar advice trying to leverage this effect to gather more attention. By being aware of this effect, we can become more discerning on take advice, and make sure we trust our judgment and experiences to guide us through life.

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