The Science of Likability: 27 Studies to Master Charisma, Attract Friends, Captivate People, and Take Advantage of Human Psychology

In his classic book How to Win Friends and Influence People, Carnegie repeatedly urged readers to avoid direct confrontations. Instead he advised people to “begin in a friendly way,” to “smile,” to “be a good listener,” and to “never say ‘you’re wrong.’ ” The persuader’s goal should be to convey respect, warmth, and an openness to dialogue before s

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