Saturday, May 11, 2013

Six Principles of Persuasion: Liking

Part 4 of a 6-part series

You're feeling the power of liking when you accept the affable rep's suggestion to rent a Mercedes, even though you'd be happy with a Hyundai.

Robert Cialdini claims three factors affect likability: 
  • A person's physical attractiveness;
  • Her similarity to ourselves; and 
  • Her readiness to compliment us.
The more these factors are in force, the more likable the individual.

Liking explains why the handsome account exec enjoys a bigger income than his homely colleague; why the insurance agent is so quick to tell you he shares your passion for mountain biking; and why the Realtor says you have beautiful children.

Want to persuade someone? Preen. Relate. Flatter.
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