The Liking principle – definition
If I like you, I will be more willing to fulfill your request.
It is obvious that we are more inclined to fulfill the requests of someone we like than someone who rubs us the wrong way or with whom we have an indifferent relationship. The liking principle can also be applied during interactions between two individuals who meet for the first time. Here’s how it works:
- Manipulation through attractiveness.
- Manipulation through similarity.
- Compliments and praising (ingratiation).
Examples of utilization in marketing and advertising:
- Attractive hostesses.
- Catering to partners in negotiations.
- Politician taking a stroll with spouse and children in the park, at the pool, etc. (showing that they are “just like an ordinary person”) – the so-called image warming.
Bibliography:
- Cialdini, R. (2000) Influence: Science and Practice. (B. Wojciszke – translation.) Gdańsk: GWP (Original publication year 1993).
- Doliński, D. (2008) Social Influence Techniques. Warsaw: SCHOLAR.