Summary of Influence by Instaread

Author:. Instaread [Instaread]
Language: eng
Format: epub
Publisher: iDreamBooks Inc
Published: 0101-01-01T00:00:00+00:00

Key Takeaway 5

People have a trigger for likability. They are inclined to trust and to be influenced by people they find likable.

Analysis

Individuals tend to think highly of, and want to do things for, people they like. People respond positively to attractive individuals, for example, and will try to please them. Similarly, people are easily influenced by friends, or by those who present themselves as friends. Sales of Girl Scout cookies, for example, are driven in part by sales to friends, since it is difficult for people to refuse a favor when they are asked by a neighbor, a coworker, or by someone they know personally to buy cookies. Salespeople may also get people to like them by issuing compliments. People tend to like anyone who flatters them, and once the liking is established, they are more likely to buy goods or services from the salesperson.

Being attractive, and therefore likable, can have a direct effect on income. For example, a 2014 paper in the Journal of Behavioral Studies in Business found that white waitresses received more tips when they dyed their hair blonde. Blonde women in the United States are generally thought of, or perceived as, more attractive. Waitresses who dyed their hair, therefore, received an attractiveness and likability bonus. They were paid 1.37 percentage points more in tips; that is, if a customer would tip a brunette waitress 10 percent, the customer was likely to tip a blonde waitress 11.37 percent. [5]

Another 2015 study found that patrons tipped attractive waitresses more than unattractive ones. According to Matt Parrett, the economist who conducted the study, attractive waitresses made about $1,261 per year more in tips than unattractive waitresses. The difference in payment was not mostly driven by men, but rather by women, who tended to tip attractive waitresses more. But regardless of gender, people like attractive people more than they like unattractive people, and are influenced accordingly. [6]

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.