The power of likeability

Jensen, Peter Møller ; Hyldig, Mads Vangsgaard

4. term

Psychology, Master

2020

2020-05-26

70

Afhandlingen undersøger, hvordan man kan beskytte sig mod den overtalende kraft ved, at en person eller et brand fremstår sympatisk (likeability). Først gennemgås den mest centrale forskning i, hvilke træk der får nogen til at virke likable, og hvordan disse træk ændrer vores måde at behandle information på. Afhandlingen beskriver også forhold, der kan påvirke sammenhængen mellem likeability og overtalelse, såsom personlige forskelle, miljø og kultur. På baggrund af gennemgangen udvikles et beskyttende rammeværk, men det vurderes som upraktisk i brug. Derfor præsenteres SHIRT-rammeværket som en mere anvendelig tjekliste med fem korte spørgsmål: Bærer vi det samme tøj? Er denne person fysisk attraktiv? Har jeg løbende interaktion med brandet? Fik jeg en gave eller et kompliment? Behandler brandet mig som særligt vigtig og højt prioriteret? SHIRT bygger på valideret forskning, men betragtes stadig som en teoretisk model, der behøver yderligere afprøvning. Bilaget indeholder et forslag til, hvordan rammeværket kan testes i et eksperiment.

This thesis explores how to protect yourself from the persuasive pull of likeability—when a person or brand seems especially likable. It first reviews key research on what likeability is made of and how those cues change the way we process information. It also outlines factors that can shape the link between likeability and persuasion, including individual differences, environment, and culture. Based on this review, an initial protection framework is developed but judged impractical for everyday use. The thesis therefore introduces the SHIRT framework as a more practical checklist of five quick questions: Do we wear the same clothes? Is this person physically attractive? Do I have ongoing interaction with the brand? Did I receive a gift or compliment? Does the brand treat me as favored and high priority? Although grounded in validated research, SHIRT remains a theoretical model that needs further validation. The appendix includes a proposal for how to test the framework in an experiment.

[This abstract was generated with the help of AI]

likeability ; persuasion

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Jensen, Peter Møller:

• The power of likeability (2020)

Hyldig, Mads Vangsgaard:

• The power of likeability (2020)