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What is Liking?

This principle states that people are much more likely to be persuaded by people, brands and experiences that they like. Robert Cialdini uses this example on his website, Influence at Work: “In a series of negotiation studies carried out between MBA students at two well-known business schools, some groups were told, ‘Time is money. Get straight down to business.’ In this group, around 55% were able to come to an agreement.

A second group however, was told, ‘Before you begin negotiating, exchange some personal information with each other. Identify a similarity you share in common then begin negotiating.’ In this group, 90% of them were able to come to successful and agreeable outcomes that were typically worth 18% more to both parties.”

Liking in the Real World

Consider the success of direct marketing companies like Tupperware. Tupperware, an American kitchenware brand, was not a hit when it launched. It wasn’t until Tupperware salespeople - mainly suburban housewives - began holding “Tupperware parties” with their friends did the product take off. 

Why? Because people are more likely to buy something from their friends - if only to preserve the friendship.

Tupperware LIking Party

How to apply Liking

How to apply liking

Example Vault: Liking

Liking: Bumble
Liking: Alamo Drafthouse
Liking: ToBox