Page 51 - engage workbook

6 bias

Liking / Disliking – The Halo Effect

Highlighted by Robert Cialdini in his 2001 book Influence,
Science and Practice, the notion of liking or admiring suggests
that we are prone to ignore the words of someone we dislike,
and agree with the words of someone we like, regardless of
what they are actually saying.

This explains why “popular” politicians often get elected,
despite their clear lack of sensible or coherent policies.

It also means that we may play-down or ignore input from those we do not like or find
attractive. This could result in you missing opportunities through avoiding people you do
not get on well with.

What you can do

• Be aware of how you feel towards others, and how this shapes your behavior
towards them.

• When dealing with someone you like, force yourself to ask why you are agreeing with
what they say.

• For those you have difficulty with, try to separate the person from the ideas. Try to
focus on the positives – what are they good at; what do they bring to the conversation;
which of their views might be worth pursuing further?

• Where you do not like the person, consider bringing another person into the relationship.

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