Editing Persuasion (section)

====Likeness====
This principle is simple and concise. People say "yes" to people that they like.<ref>{{Cite book |title=Getting grounded in social psychology: the essential literature for beginning researchers|date=2018 |editor=Todd D. Nelson|isbn=978-1-138-93220-3|location=New York|oclc=982448318}}</ref> Two major factors contribute to overall likeness. The first is physical attractiveness.<ref>{{Cite SSRN |last=Kumsuwan|first=Kesanee|last2=Nantachantoon|first2=Siriwan|date=2019|title=Ideology of Face Beauty with Pragmatic Strategies in Facebook Advertisements of Beauty Institute Pages|ssrn=3547049 |language=en}}</ref> People who are physically attractive seem more persuasive.<ref>{{Cite journal|last1=Abubakar|first1=A. Mohammed|last2=Anasori|first2=Elham|last3=Lasisi|first3=Temitope Taiwo|date=March 2019 |title=Physical attractiveness and managerial favoritism in the hotel industry: The light and dark side of erotic capital|url=https://linkinghub.elsevier.com/retrieve/pii/S1447677018302237|journal=Journal of Hospitality and Tourism Management|language=en|volume=38|pages=16–26|doi=10.1016/j.jhtm.2018.11.005|s2cid=149863868}}</ref> They get what they want and they can easily change others' attitudes.<ref>{{Cite book |title=Advertising theory|date=2019 |editor=Shelly Rodgers |editor2=Esther Thorson|isbn=978-1-351-20831-4|edition=Second |location=New York |oclc=1077493254}}</ref> This attractiveness is proven to send favorable messages/impressions of other traits that a person may have, such as talent, kindness, and intelligence.<ref>{{Cite journal|last1=Salminen|first1=Joni|last2=Jung|first2=Soon-Gyo|last3=Santos|first3=João M.|last4=Jansen|first4=Bernard J.|date=2020-04-02|title=Does a Smile Matter if the Person Is Not Real?: The Effect of a Smile and Stock Photos on Persona Perceptions|journal=International Journal of Human–Computer Interaction|language=en|volume=36|issue=6|pages=568–590|doi=10.1080/10447318.2019.1664068 |doi-access=free|issn=1044-7318|hdl=10071/20852|hdl-access=free}}</ref> The second factor is similarity. People are more easily persuaded by others they deem as similar to themselves.<ref>{{cite journal |doi=10.1177/0146167203258838 |pmid=15030641 |title=What a Coincidence! The Effects of Incidental Similarity on Compliance |journal=Personality and Social Psychology Bulletin |volume=30 |issue=1 |pages=35–43 |year=2016 |last1=Burger |first1=Jerry M |last2=Messian |first2=Nicole |last3=Patel |first3=Shebani |last4=Del Prado |first4=Alicia |last5=Anderson |first5=Carmen |s2cid=2109021}}</ref>