Liking - Principle of Influence

A fast recap of what was covered so far in using Principle of Influence
R - Reciporation
E - Emotion
C - Contrast
C - Commitment & Consistency
L -
A -
S -
S -

Next is L - Liking. This principle works on people's liking to familiar, nice and pleasent things. People feels at ease when they are in familiar surroundings and settings; even to the extend of people who are similar to himself. People dress up themselves to look presentable and attractive, halo effect. Attractive people are often judged as having a more desirable personality and more skills than someone of average appearance. Celebrities are used to endorse products that they have no expertise in evaluating.

This is cognitive bias; unknowing we fall into these people's influcence. Therefore, always consciously weigh based on merit of the offer and not our likings.