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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 ...
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