Articles

I love the poorly educated: Trump's persuasive compliments

Dr Mary Wyatt

Being likeable also makes you persuasive. In our sixth article on persuasion, we explore the power of compliments, similarity and cooperation.

Likability garners influence. Successful salespeople are usually those who are likeable. People prefer to say yes to those they like. What makes a person likeable? Persuasion science says there are three important factors: We like people who are similar to us; We like people who pay us compliments; and We like people who cooperate with us to achieve mutual goals. As Donald's Trump election campaign demonstrate...

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