Bob is an insurance agent in a small town. He makes sure that he attends all the football games, participates in all charity events, and visits all the clubs in the community. He also reads the hometown newspaper and all the church newsletters to find out which town residents are having birthdays, are in the hospital, or have won awards; and then he sends them the appropriate card. Bob knows that people are more likely to say yes when he asks them to buy insurance if he emphasizes which principle of compliance?

Question

Quizplus · Accepted Answer

Bob's actions are designed to make him more likable to the residents by showing that he cares about their personal events and participates actively in community activities. People are more likely to comply with requests from individuals they like, which is why emphasizing the principle of liking is effective in his strategy to sell insurance.

Bob Is an Insurance Agent in a Small Town