The power of likeability

Jensen, Peter Møller ; Hyldig, Mads Vangsgaard

4. term

Psychology, Master

2020

2020-05-26

70

Dette speciale undersøger, hvordan man kan beskytte sig mod den overtalende kraft ved likeability (hvor godt vi kan lide en person eller et brand), så man bliver mindre let påvirket. Overtalelse er grundigt undersøgt, og likeability er kendt som en stærk drivkraft, men der findes ikke en klar, praktisk ramme for beskyttelse mod den. Specialet gennemgår den mest centrale forskning i likeability, forklarer hvilke træk der gør nogen eller et brand likable, og hvordan disse træk påvirker vores informationsbehandling (hvordan vi lægger mærke til, fortolker og vurderer budskaber). Det beskriver også forhold, der kan ændre disse effekter, herunder individuelle forskelle, miljø og kultur. På baggrund af denne gennemgang foreslås først en beskyttelsesramme, som dog vurderes upraktisk. For at imødekomme dette præsenteres SHIRT-rammen: fem hurtige, tilgængelige spørgsmål som et mere praktisk værktøj. Spørgsmålene er: Har vi samme tøjstil? Er denne person fysisk attraktiv? Har jeg løbende kontakt med brandet? Fik jeg en gave eller en kompliment? Behandler brandet mig som særligt vigtig med høj prioritet? Selvom SHIRT bygger på valideret forskning, er det stadig en teoretisk model, der kræver yderligere afprøvning. Et forslag til et eksperiment for at teste modellen findes i bilaget.

This thesis examines how people can protect themselves from the persuasive power of likability, so they are less easily swayed. Persuasion has been widely studied, and likability is known to be a strong driver, but a clear, practical protection framework has not been outlined. The thesis reviews leading research on likability, explaining what traits make someone or a brand appear likable and how these traits shape information processing (how we notice, interpret, and evaluate messages). It also describes factors that can change these effects, including individual differences, environment, and culture. Based on this review, an initial protection framework is proposed but found to be impractical. To address this, the SHIRT framework is presented: five quick, accessible questions intended as a practical tool. The questions are: 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 SHIRT is grounded in validated research, it remains a theoretical model that needs further testing. A proposal for an experimental test is included in the annex.

[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)