Similarity But what if physical appearance is not much at issue? After all, most people possess average looks. Are there other factors that can be used to produce liking? As both researchers and compliance practitioners know, there are several, and one of the most influential is similarity. We like people who are like us. It’s a fact that applies to human infants as young as nine months and holds true later in life whether the similarity is in the area of opinions, personality traits, background, or lifestyle.
