Liking leads to cooperation from "summary" of Yes! by Noah J. Goldstein,Steve J. Martin,Robert Cialdini
The concept that liking leads to cooperation is based on the idea that people are more willing to help those they like. When we have positive feelings towards someone, we are more likely to go out of our way to assist them. This is because liking someone creates a sense of connection and trust, which in turn leads to cooperation. Research has shown that when people feel a sense of affinity towards someone, they are more likely to engage in cooperative behavior. This is because our brains are wired to respond positively to those we like, which in turn makes us more inclined to work together towards common goals. In the context of influence and persuasion, b...
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