(psychology) Having a fondness or regard for someone (associated with perceived similarity to oneself). In relation to social interaction, liking/disliking (or friendliness/hostility) are terms commonly used to express the degree of warmth or hostility felt towards interactive partners. This is one of the most commonly identified interpersonal attitudes communicated by nonverbal behaviour. In the Yale model, the likeability of the source is identified as a key factor in the effectiveness of persuasive messages. See alsoevaluation; compareaffiliation.
Subjects: Media Studies.