A master thesis from Aalborg University
The power of likeability
Author(s)
Term
4. term
Education
Publication year
2020
Submitted on
2020-05-26
Pages
70 pages
Abstract
This paper presents an original framework for how one can be protected against the power of likeability in order to avoid persuasion. Persuasion is a heavily researched topic, and likeability is known to be one of the most dominant traits leading to persuasion. However, a framework for how one can seek protection from likeability has not yet been proposed. The paper takes the reader through the most dominant research inside the field of likeability. It shows which traits likeability is made up of, as well as how these traits affect people's information processing. Variables which affect information processing in relation to likeability and persuasion, such as personal differences, environment, and culture are also presented. The framework is concluded to be impractical, which ultimately results in a proposal of the “SHIRT” framework. It consists of five easy accessible questions designed to be a practical version of the original framework. These include: Do we wear the same clothes?; Is this person hot (physically attractive)?; Do I have continuous interaction with the brand?; Did I receive a gift or compliment?; Does the brand treat me like im favoured and high priority? Even though the SHIRT framework is rooted in validated research, it is acknowledged that it is a theoretical model, which needs further validation. A proposal for how the framework can be tested in an experiment is included in the Annex.
Keywords
Documents
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