Liking

… a core concept in Communication Skills and Atlas 109

Concept description

Liking is the fifth of Robert Cialdini’s 6 principles of persuasion science.

Cialdini notes that we are more likely to be influenced by people we know and like. Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them.

Cialdini says there are three important factors in determining who we like:

  1. people who are similar to us
  2. people who pay us compliments
  3. people who cooperate with us

and provides examples of how to use these factors in persuasion.

Resources

Vanessa Van Edwards, 5 Habits of Exceptionally Charismatic People, 6-minute YouTube video at https://www.youtube.com/watch?v=aPhNnk7MDRI, accessed 3 February 2016.

John Fallon, The Principle of Liking, one-minute YouTube video at https://www.youtube.com/watch?v=ksXYL4KJkes, accessed 23 January 2016.

Edward McBeth, Secrets of likeability and power! at http://gurueduardo.blogspot.ca/2013/04/the-idea-of-self-made-man-or-woman-is.html, accessed 23 January 2016.

Bridget Beirne, How to Increase Your “Likability” to Benefit Persuasive Speech Topics, at http://www.ovationcomm.com/insights-on-communication-skills-and-relationship-building/insights-on-communication-skills/how-to-increase-your-likability-to-benefit-persuasive-speech-topics, accessed 23 January 2016.

Active Presence, Likeability – Methods of Influence for Persuasive Presentations, at http://www.activepresence.com/blog/likeability-methods-of-influence-for-persuasive-presentations#.VqPBPeT2bRY=, accessed 23 January 2016.

Source

Robert Cialdini and Steve Martin, Secrets from the Science of Persuasion, published on YouTube 26 November 2012, at https://www.youtube.com/watch?v=cFdCzN7RYbw, accessed 17 January 2016.

Normed topic and synthetic course with which the concept is primarily associated

This concept is primarily associated with the core normed topic Practices of Persuasion and is included in the synthetic course outline Atlas109 Leadership and Communication Skills.

Page created by: Ian Clark, last modified on 4 August 2022.

Image: Robert Cialdini and Steve Martin, Secrets from the Science of Persuasion, published on YouTube 26 November 2012, at https://www.youtube.com/watch?v=cFdCzN7RYbw, accessed 17 January 2016.