Face Value: The Irresistible Influence of First Impressions

*It is possible to predict the outcome of congressional elections with frightening accuracy simply by asking people to look quickly at pictures of the candidates and say which one looks more competent. These judgments, by students who did not know the candidates, forecast the winner of the election two-thirds of the time! (Toderov et al. [2005]; Be

We are inexorably attracted to attractive things and not to be aware of this is to overlook a fundamental basic of life. Not sure about that? Then let me give you a little bit of information to reinforce that statement. Statistics show that approximately ninety-five per cent of all adults place a very high premium on facial appearance when evaluati

The study lends credence to a psychological theory called reciprocity theory, which emphasizes that people treat us like we treat them. If we are kind, open, and trusting, people are more likely to respond in kind. Secure people, then, don’t just assume others are trustworthy; they make others trustworthy through their good faith.

themselves with one or another of the levers of influence that exist in the social environment. To do so may take no more than one correctly chosen word that engages a strong psychological principle and launches one of our automatic behavior programs. Trust the human profiteers to learn quickly how to benefit from our tendency to respond mechanical

In about 70% of the races for senator, congressman, and governor, the election winner was the candidate whose face had earned a higher rating of competence.