Influence: The Psychology of Persuasion

by Robert B. Cialdini

commonly increase their effectiveness by emphasizing several factors that increase their overall likability. One such feature is physical attractiveness. Although it has long been suspected that physical beauty provides an advantage in social interaction, research indicates the advantage may be greater than supposed. Physical attractiveness engenders a halo effect that leads to the assignment of other traits such as talent, kindness, and intelligence. As a result, attractive people are more persuasive both in terms of getting what they request and changing others’ attitudes. A second factor that influences liking and compliance is similarity. We like people who are like us, and we are more willing to say yes to their requests, often in an unthinking manner. Another such factor is praise. Compliments generally enhance liking and, hence, compliance. Two particularly useful types of genuine compliments are those delivered behind the recipient’s back and those selected to give the recipient a reputation to live up to, by continuing to perform the desired behavior.