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question for decades. Their accumulated evidence has allowed them to identify a number of factors that reliably cause liking. As we will see, each is cleverly used by compliance professionals to urge us along the road to "yes." Why Do I Like You? Let Me List the Reasons Physical Attractiveness Although it is generally acknowledged that good-looking people have an advantage in social interaction, recent findings indicate that we may have sorely underesti- mated the size and reach of that advantage. There seems to be a click, whirr re- sponse to attractive people (Olson 8z Marshuetz, 2005). Like all click, whirr reactions, it happens automatically, without forethought. The response itself falls into a cate- gory that social scientists call halo qfects. A halo effect occurs when one positive characteristic of a person dominates the way that person is viewed by others. The