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 ...
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