Likeability plays a key role in persuasion from "summary" of Influence, New and Expanded by Robert B Cialdini
One important factor that can greatly influence a person's ability to persuade others is their likeability. When someone is perceived as likeable, they are more likely to be able to sway others to their way of thinking. This is because people tend to be more receptive to ideas and arguments presented by individuals they find agreeable. Likeability can be a powerful tool in persuasion because it helps to create a sense of connection between the persuader and the person being persuaded. When someone likes the person trying to persuade them, they are more likely to trust them and be open to what they have to say. This makes it easier for the persuader to get their message across and convince the other person to agree with them. There are several factors that can contribute to a person's likeability. One important factor is similarity. People tend to like others who are similar to them in some way, whether it be in terms of interests, beliefs, or background. When the person doing the persuading is able to establish common ground with the person they are trying to persuade, it can help to increase their likeability and make it easier for them to influence the other person. Another factor that can contribute to likeability is physical attractiveness. Studies have shown that people tend to be more drawn to those who are physically attractive, and are more likely to be influenced by them. This is because attractiveness can create a positive first impression, which can make it easier for the persuader to build rapport and establish a connection with the other person. In addition to similarity and physical attractiveness, other factors such as friendliness, warmth, and charisma can also play a role in likeability. When someone comes across as friendly, warm, and charismatic, they are more likely to be perceived as likeable and therefore more persuasive. These qualities can help to create a positive emotional response in the person being persuaded, making them more receptive to the persuader's message.- Likeability can play a key role in persuasion because it helps to establish a sense of connection and trust between the persuader and the person being persuaded. By being likeable, a persuader can increase their chances of getting others to agree with them and take action based on their recommendations.
