Liking Bias

We are more easily persuaded by — and more willing to buy from, agree with, and help — people we like. Likability bypasses critical evaluation.

• Tupperware parties work because a friend hosts them — we buy from people we like, not necessarily because the product is superior.
• Attractive salespeople close more deals — the positive feeling transfers unconsciously to the product.
• Political candidates who seem warm and relatable win more votes than policy-superior but cold opponents.