The Liking Principle

The video describes that there are 6 different shortcuts to persuasion, each principle representing a variation in their methods of how it is applied. I chose to discuss the liking principle, as I believe it is the most authentic and purest shortcut to persuasion that was described in the video. In Conjunction with this, it tends to be easier to be persuaded by someone you take a liking to, whereas compared to an individual that you may not like. Additionally, the 3 factors to the liking principle that was broken down genuinely made sense, as the information that supported the factors can be seen and applied to real life situations. First, it is understandable that people generally gravitate towards those who are similar to themselves, being that there is a feeling of understanding and similarity in goals. Secondly, I can personally vouch that it is easier to like someone that compliments you. I feel as though being complimented by someone who’s opinion you respect, may allow you to develop an affinity for that individual. Finally, I believe that is goes without saying that people tend to gravitate towards someone that is cooperative. When it comes to interaction, nothing is easier than addressing a manner with someone that is supportive, as they will are willing to do whatever it takes to complete something or to find common ground, which is why individuals that are cooperative are often liked. All together, these factors represent how the liking principle is a very effective way to persuade someone, as it demonstrates authentic human communication and interaction. Furthermore, liking someone is a great asset of persuasion, being it is not superficial, and may be the most effective.