{"id":59728,"date":"2022-02-06T14:08:00","date_gmt":"2022-02-06T18:08:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=59728"},"modified":"2022-02-28T09:46:30","modified_gmt":"2022-02-28T13:46:30","slug":"liking-bias-2","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/liking-bias-2\/","title":{"rendered":"Liking Bias: Why You Buy Things You Don&#8217;t Need"},"content":{"rendered":"\n<p>What is <a href=\"https:\/\/www.shortform.com\/blog\/the-liking-bias-cialdini\/\">liking bias<\/a>? Have you ever used the <a href=\"https:\/\/www.shortform.com\/blog\/likeability-charisma-charm-influence\/\">likeability<\/a> factor to sway someone towards a decision?<\/p>\n\n\n\n<p>Liking bias is the tendency to grant requests from people you know and like. This bias is often used in sales to influence <a href=\"https:\/\/www.shortform.com\/blog\/buying-decisions\/\">purchasing decisions<\/a>. <\/p>\n\n\n\n<p>Keep reading to learn about the psychology behind liking bias and how it is used in marketing. <\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-liking-bias\"><strong>Liking Bias<\/strong><\/h2>\n\n\n\n<p>The more you like someone, the more value you put on their opinions and desires. This means you\u2019re more likely to do something for an individual you like.<\/p>\n\n\n\n<p>Liking bias is frequently exploited in marketing. According to Dobelli, there are three main components to liking someone that are manipulated in marketing:<\/p>\n\n\n\n<p><strong>1. Physical attractiveness.<\/strong> You\u2019re more likely to see attractive people as likable, which is why only attractive people appear in advertisements. (Shortform note: Attractiveness is <a href=\"https:\/\/www.wealest.com\/articles\/liking-bias#:~:text=In%20general%2C%20our%20minds%20equate%20good%20looking%20with%20good%2C%20and%20we%20don%E2%80%99t%20even%20know%20we%E2%80%99re%20doing%20it.\">subconsciously associated with good<\/a> traits like kindness and generosity, which is why you\u2019re more prone to like attractive people. However, the definition of \u201cattractive\u201d <a href=\"https:\/\/www.boombycindyjoseph.com\/blogs\/boom\/how-our-idea-of-beauty-has-changed-throughout-history\">changes over time<\/a>, meaning this subconscious standard of goodness\u2014and the <a href=\"https:\/\/loverad.wordpress.com\/2016\/04\/21\/beauty-standards-in-advertising\/\">advertisements <\/a>that take advantage of it\u2014change just as quickly.)<\/p>\n\n\n\n<p><strong>2. Similarity.<\/strong> You find people who look, sound, or have experiences like you more likable. Marketers manipulate this through \u201cmirroring\u201d: purposefully mimicking other people\u2019s behavior and speech patterns so the other person will like them and be more likely to purchase their products. (Shortform note: Mirroring might be manipulated by marketers, but <a href=\"https:\/\/hbr.org\/2019\/11\/the-costs-of-codeswitching\">it\u2019s also used by minorities.<\/a> For instance, black people often feel pressured to mirror their white counterparts to avoid prejudice. Studies show that minorities who change the way they speak, how they wear their hair, and sometimes even their name to fit in with their white counterparts are viewed as more professional and likable.)<\/p>\n\n\n\n<p><strong>3. They already like you.<\/strong> If someone is being friendly and makes it clear that they like you, you\u2019re more likely to like them back. Marketers manipulate this tendency through flattery. (Shortform: It\u2019s important to recognize when you\u2019re being flattered because flattery\u2019s goal is to control your behavior, <em>not<\/em> give you an honest compliment. You can identify flattery by <a href=\"https:\/\/www.businessinsider.com\/how-to-spot-false-flattery-2015-5?r=US&amp;IR=T\">paying attention to the circumstances in which someone compliments you.<\/a> Do they only compliment you when they want something or when they know you can hear them? If so, they\u2019re probably using flattery. Lessen flattery\u2019s control over you by weighing the sincerity of someone\u2019s compliments rather than how they make you feel.)<\/p>\n\n\n\n<p>Dobelli suggests avoiding liking bias by <strong>separating the seller from the product.<\/strong> Would you purchase the product if the person selling it to you wasn\u2019t there, or if they were unlikeable?&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Liking Bias and Alliances<\/strong><br><br>While Dobelli explains how people manipulate liking bias, he doesn\u2019t say <em>why <\/em>liking someone makes you value them more. Some experts say it\u2019s because <a href=\"https:\/\/www.wealest.com\/articles\/liking-bias\">when you like someone, you form an alliance with them.<\/a> Having a common goal (friendship) unites you and the other person, making you more likely to value them and, as Dobelli says, fulfill their desires.<br><br>The three methods Dobelli discusses all manipulate liking bias with the goal of forming alliances: Physical attractiveness is associated with goodness, as discussed above, and you want to form alliances with attractive, \u201cgood\u201d people. Similarity takes advantage of you already being in one alliance with the other person\u2014whether preferring the same sports team, being a member of the same race, or coming from the same city\u2014to encourage you to form a different alliance with them. Flattery emphasizes that the other person wants to be in <em>your<\/em> group, rather than making you join theirs, giving you a self-esteem boost and making you more likely to agree to the alliance.<br><br>Finally, Dobelli\u2019s advice to avoid liking bias also operates on the alliance principle: Separating the seller from the product breaks the alliance.<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>What is liking bias? Have you ever used the likeability factor to sway someone towards a decision? Liking bias is the tendency to grant requests from people you know and like. This bias is often used in sales to influence purchasing decisions. Keep reading to learn about the psychology behind liking bias and how it is used in marketing.<\/p>\n","protected":false},"author":7,"featured_media":41494,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,9,103],"tags":[576],"class_list":["post-59728","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-psychology","category-sales","tag-the-art-of-thinking-clearly","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Liking Bias: Why You Buy Things You Don&#039;t Need - Shortform Books<\/title>\n<meta name=\"description\" content=\"Liking bias is often used in marketing to influence purchasing decisions. 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It&#039;s usually the reason you buy things you didn&#039;t intend to buy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/liking-bias-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-06T18:08:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-02-28T13:46:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/salesman-in-suit.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"973\" \/>\n\t<meta property=\"og:image:height\" content=\"542\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Why You Buy Things You Don&#039;t Need\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/liking-bias-2\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/liking-bias-2\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"Liking Bias: Why You Buy Things You Don&#8217;t Need\",\"datePublished\":\"2022-02-06T18:08:00+00:00\",\"dateModified\":\"2022-02-28T13:46:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/liking-bias-2\/\"},\"wordCount\":649,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/liking-bias-2\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/salesman-in-suit.jpg\",\"keywords\":[\"The Art of Thinking Clearly\"],\"articleSection\":[\"Marketing\",\"Psychology\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/liking-bias-2\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/liking-bias-2\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/liking-bias-2\/\",\"name\":\"Liking Bias: Why You Buy Things You Don't Need - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/liking-bias-2\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/liking-bias-2\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/salesman-in-suit.jpg\",\"datePublished\":\"2022-02-06T18:08:00+00:00\",\"dateModified\":\"2022-02-28T13:46:30+00:00\",\"description\":\"Liking bias is often used in marketing to influence purchasing decisions. 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