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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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Influence: Science and Practice Cialdini (2001)

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Influence science and practice cialdini 2001 l.jpg

Influence: Science and PracticeCialdini (2001)

Chapter 5

Liking


Liking l.jpg

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


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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”


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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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