Liking is a key factor in persuasion from "summary" of The Science of Persuasion by Brad Bradshaw
Liking plays a crucial role in the realm of persuasion. When we like someone, we are more inclined to agree with them. This principle is deeply ingrained in human nature. People are more likely to be influenced by individuals they find attractive, friendly, or similar to themselves. One reason for this is that we tend to trust people we like. We believe that they have our best interests at heart and are more likely to be honest with us. As a result, we are more open to their ideas and suggestions. Moreover, liking someone creates a sense of connection and rapport. When we feel a bond with someone, we are more willing to listen to what they have to say. This emotional connection makes us more receptive to their message and more likely to be swayed by their arguments. In addition, people are more likely to say yes to those they like. This is because we want to maintain positive relationships and avoid conflict. When we like someone, we are more likely to agree with them in order to maintain harmony and goodwill. Therefore, when trying to persuade others, it is essential to focus on building rapport and establishing a connection. By cultivating a sense of liking and trust, you can increase the chances of your message being accepted and embraced. Remember, people are more likely to be persuaded by those they like.
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