The Science of Likability: 27 Studies to Master Charisma, Attract Friends, Captivate People, and Take Advantage of Human Psychology

We make two common mistakes when we try to be liked: we either try to impress or we try to be like the other person. Yet we know, from every day of our own experience of liking and disliking other people, that status and similarity are not especially attractive traits.

Research by social scientists has confirmed something effective negotiators have known for ages: namely, we trust people more when we view them as being similar or familiar. People trust those who are in their in-group. Belonging is a primal instinct. And if you can trigger that instinct, that sense that, “Oh, we see the world the same way,” then y