Liking bias

What it is

Being more easily persuaded by, and more generous to, people we like, who are attractive, similar to us or flatter us.

Example Buying from a friendly salesperson who shares your hobbies.

Halo effect bias
Liking someone makes us judge their other traits favourably.
Reciprocity bias
Doing favours increases liking, and liking increases our willingness to return favours.
Appeal to pity fallacy
Sympathy makes us warm to a person, and liking makes us easier to persuade.
Association bias bias
We like what is associated with what we like.
Disliking/hating tendency bias
Munger's liking and disliking tendencies are a pair: we distort facts in favour of what we like and against what we dislike.
Effort justification bias
We like what we have worked for, including groups that made us work to join.
Mere-exposure effect bias
Repeated exposure breeds familiarity, and familiarity breeds liking.
Unity bias
We like those who are like us.
Appeal to flattery fallacy
Flattery works by making us like the speaker, and we are easier to persuade by those we like.