Liking

Biological Parallel

Primates groom individuals who share food, provide support, and exhibit similarity (kin, allies). Liking isn't random—it correlates with shared genetics, repeated positive interactions, and coalition value. Animals invest in relationships that yield reciprocal benefits. Humans inherit this: we favor those who are similar, familiar, and complimentary. Salespeople exploit this by mirroring body language, citing shared interests, and offering small favors—they're mimicking the grooming that builds coalitions.