The Power of Likability in Persuasion

Episode Two of The War to Win Minds: The Hidden Psychology of Political Persuasion. Matt Robison and Dr. Lauren Goldstein dive deep into the liking principle and break down campaign ads to show how politicians like Kamala Harris use similarities, compliments, attractiveness, and associations shape to change voters' minds and shape public opinion. Learn strategies used by campaigns to make their candidates more likable in ads from Barack Obama, Raphael Warnock, and Kamala Harris. 00:37 The Cartoon That Explains Opinion Formation 02:52 The Psychology Behind Likability 05:13 The Halo Effect and Attractiveness 08:53 Similarity and Its Challenges 13:39 The Power of Compliments 16:19 Association and Its Impact 19:21 Kamala Harris's Fearless Ad 24:57 Conclusion and Preview of Next Episode