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MENTAL MODEL · M2384

Liking Principle

Liking Principle
BehaviorHigh supportSocial Psychology
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Version 1.0.0 · Updated 2026-07-30

CORE DEFINITION

Cialdini proposed that people are more easily persuaded and influenced by those they like, are familiar with, or are similar to; liking reduces defensiveness and increases compliance.

SCAFFOLDING EFFECT

psychology

Reduce cognitive load

People are more easily persuaded and influenced by those they like, are familiar with, or are similar to.

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The Liking Principle (one of Cialdini's six principles of influence) refers to the tendency of people to be more agreeable to requests from people they like. Liking is determined by physical attractiveness, similarity, praise, familiarity, and cooperation.

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Source support: Explicit

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