Article: Valdesolo, P. (2010). “Flattery Will Get You So Far.” Scientific American Online, Scientificamerican.com. Retrieved on 30 June 2010: http://www.scientificamerican.com/article.cfm?id=flattery-will-get-you-far Summary: Its not uncommon for people to kiss up and flatter others in their everyday lives, with the hopes that such remarks will get them what they want. Many times these motives are easily recognized and written off as insincere. However it’s quite possible that the effects of such flattery are more powerful than we think. Researchers are taking a deeper look into how blatant flattering influences consumer loyalty and sales. A study conducted by the Hong Kong University of Science and Technology found that consumers exposed to a department store’s advertising campaign, commending shoppers on their sense of style, were likely to continue making purchases at the store. Furthermore, these consumers, who explicitly expressed their awareness of the stores attempt to manipulate behavior through flattery, were likely to join the store club. Researchers believe this type of flattery works by reinforcing the above average ideas that individuals reserve for themselves, as well as increasing esteem in areas where some feel low. The article suggests that positive images in advertising, when linked to products, might also subconsciously influence consumer desire…