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Likability plays a role in persuasion from "summary" of The Psychology of Persuasion by Kevin Hogan
When it comes to influencing others, likability holds a significant place in the realm of persuasion. People are more likely to be swayed by those they find appealing or agreeable. This likability factor can help build rapport and trust, making it easier to persuade others to see things from your perspective. One key aspect of likability is similarity. People tend to like and trust those who are similar to them in some way, whether it be in terms of interests, background, or beliefs. By finding common ground with your audience, you can increase your likability and, in turn, enhance y...
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