The Liking Principle

We are more likely to say yes to the requests of people we know and like. This is a simple, yet powerful, rule of influence.

This principle is often used by compliance professionals to get us to comply with their requests. For example, the Tupperware party is a classic example of the liking principle in action. The request to purchase the product does not come from a stranger, but from a friend. This makes it much more difficult to say no.

The liking principle is so powerful that it can be used even when the friend is not present. For example, a salesperson might mention the name of a mutual friend to increase their chances of making a sale. This is because we feel a sense of obligation to our friends, and we don't want to let them down.

The liking principle is a powerful tool of influence because it is based on a fundamental human need: the need to belong. We are social creatures, and we want to be liked and accepted by others. This makes us vulnerable to the liking principle, because we are more likely to comply with the requests of people we like in order to maintain our social relationships.