Liking Principle

By mmcbride5 | Published April 21, 2014

The Issue:  The issue of “liking” – you are more likely to do something if you “like” the person it is associated with. The issue of how much you like someone can be determined by similarities, physical appearance, and familiarity.

Major Strength:  Once again, Cialdini gives great examples of the ‘liking’ principle.  His example of the Tupperware Party really resonated with me, because I too, have felt the need to purchase items I do not need, simply because a friend is affiliated with them.

Major Weakness: I think that the ‘luncheon technique’ that Cialdini discussed could have been left out of the chapter.  While I understand the idea of the asocial principle, and believe that it is effective at times, I don’t believe that the luncheon technique is applicable in the majority of settings anymore.

Underlying assumption:  Individuals are more likely to support something if there is a person they like associated with it.  This influence impacts political and personal decisions.

Provocative Questions:

– How does this principle influence the public when used in conjunction with other principles, such as social proof?

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