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Liking: People are more easily influenced by those they like from "summary" of Influence by Robert B. Cialdini, PhD
One of the most powerful tools in the art of persuasion is the principle of liking. People are naturally more willing to be influenced by those they like. This seems like a simple concept, yet its implications are profound. When we like someone, we are more likely to comply with their requests, even if those requests go against our better judgment. There are several factors that contribute to our liking someone. One such factor is physical attractiveness. Studies have shown that we are more likely to be influenced by someone who we find physically attractive. Another factor is similarity. We tend to like people who are similar to us in terms of background, interests, or beliefs. We are more likely to be swayed by someone who we see as a friend or ally. Another important factor in liking is compliments. When someone pays us a compliment, we are more likely to feel positively towards them. This positive feeling can then lead to increased compliance with their requests. Similarly, we are more likely to like someone who shows us genuine interest and attention. The principle of liking can be used in a variety of situations to increase compliance. For example, salespeople often try to establish rapport with their customers in order to increase the likelihood of a sale. By building a relationship based on liking, they are able to influence their customers' decisions.- The principle of liking is a powerful tool in the art of persuasion. By understanding the factors that contribute to liking, we can increase our ability to influence others. It is essential to remember that people are more easily influenced by those they like, and by using this principle effectively, we can increase our chances of success in a variety of situations.
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