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Influence: Science and Practice Cialdini (2001)

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Influence: Science and Practice Cialdini (2001) . Chapter 5 Liking. Liking. People prefer to say yes to individuals they know and like. Generally, this is a personally and socially adaptive trait. Offers a shortcut through complexities of life. Liking is very powerful. Tupperware Parties

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Presentation Transcript
liking
Liking
  • People prefer to say yes to individuals they know and like.
  • Generally, this is a personally and socially adaptive trait.
  • Offers a shortcut through complexities of life.
  • Liking is very powerful.
    • Tupperware Parties
    • MCI Friends and Family Calling Circle
    • Charities
liking3
Liking
  • Profiteers Exploit Mindless, Reflexive Responses to Liking
  • Most influential under 5 conditions:
    • Physical Attractiveness
      • Halo Effect – talent, kindness, honesty and intelligence
      • Getting What They Want – jobs, pay, votes, judicial favor, help
      • Influencing Others’ Attitudes
    • Similarity – opinions, personality traits, background or lifestyle
      • “mirror and match” body posture, mood, and verbal style
    • Complements - Flattery Will Get You Everywhere
      • Flattery can be true or untrue
    • Familiarity – especially under cooperative circumstances
      • Mere exposure
      • Exception: Negative Circumstances such as frustration, conflict or competition. In the classroom cooperative learning can help overcome
    • Association – “Birds of a Feather Flock Together”
      • Weathermen
      • Celebrity Spokespersons
      • Coca~Cola and News
      • Credit Cards
      • Sports Fans – “Basking in Reflected Glory”
defense
Defense
  • Sensitivity to undue liking for a requester.
    • In the short amount of time I have known this person, have I come to like him/her more than I would have expected?
  • Step back from the social interaction and mentally separate the requester from his or her offer, and make compliance decision based solely on the merits of the offer.
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