Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action.

Question

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The principle of liking in persuasion suggests that people are more likely to be influenced by someone they like or find attractive. This is often used in advertising, where attractive or likable celebrities are used to promote products or causes to increase the likelihood of consumer adoption of the promoted action. Research has shown that people are more likely to comply with requests or engage in actions when they are presented by someone they like.

Consumers Are More Likely to Adopt an Attitude or Undertake