Part 6 in our series on Robert Cialdini’s principles in modern ecommerce UX. If you missed the earlier parts:

Part 1: Social Proof → Part 2: Authority → Part 3: Scarcity → Part 4: Reciprocity → Part 5: Commitment & Consistency

Liking is simple: we’re more likely to say “yes” to people (and brands) we like. In ecommerce, “liking” often shows up before any rational comparison — it’s the feeling that this brand “gets me”, looks good, and carries positive associations.

In Cialdini’s framing, the main drivers are:

• Physical attractiveness 
• Similarity 
• Compliments 
• Conditioning & associations

1) Physical attractiveness

Attractiveness isn’t only “models and photography”. In ecommerce it’s also: lighting, composition, typography, spacing, and how “clean” the overall experience feels. When presentation is strong, customers often assume the product and service will be strong too.

Example: High-quality PDP presentation

Ajeworld.com.au website screenshot: Visual polish makes products feel easier to trust and easier to choose

What to look for:

• Consistent product thumbnails on category pages
• Strong “in use” imagery (not just pack shots)
• Readable typography + calm layout (less cognitive load)

Watch-out: If imagery is too retouched or misleading, you’ll pay for it later in returns and support.

2) Similarity

Similarity is “people like people like them”. Ecommerce applications are often subtle: audience-coded imagery, use-case navigation, and language that matches how customers describe their lives (without trying too hard).

Example: “Shop by edit” / use-case navigation

footy-shorts.com.au website: Similarity via using audience language

Practical patterns:

• “Shop by edit” (Vacation, Evening, Work, etc.)
• “Perfect for…” sections that mirror real scenarios
• Local relevance (AU climate, activities, seasons)

3) Compliments

Compliments work when they feel like recognition of the customer’s taste or decision — not guilt or pressure. In ecommerce, this is often done with short microcopy around add-ons, cart actions, or confirmations.

Example: “You’ve got great taste” style microcopy

ebikesdirect.com.au website: Light compliments can add warmth and increase positive momentum

Do: “Nice pick”, “Great taste”, “Solid choice”.

Don’t: guilt framing (“Don’t abandon your cart!”) or forced cheerfulness everywhere.

4) Conditioning & associations

Conditioning is learned liking through repeated pairing with positive cues. In ecommerce, the simplest version is pairing products with positive contexts: gifting, celebrations, travel, “starter kits”, curated bundles, or occasions customers already feel good about.

Example: “Gift-ready” bundles and curated collections

thelivingco.com.au website Pair products with positive contexts customers already value

Common association plays:

• Gift-ready packaging cues
• Bundles framed as an occasion (“Weekend kit”, “New home”, “Travel set”)
• Partnerships that make sense for your audience (be selective)

Watch-out: Random causes/partnerships feel opportunistic. Associations need to fit your customers.

Implementation checklist

1. Set a minimum standard for PDP images (angle set + in-use shot).
2. Create 3–5 “shop by edit/use-case” collections that mirror customer identity.
3. Add 1–2 compliment microcopy moments (not everywhere).
4. Build one “occasion” landing page (gift-ready / travel / seasonal bundle).
5. Audit whether your visuals match your actual service level (avoid overpromising).

What to measure

• PDP engagement (gallery interactions, time on page)
• Add-to-cart rate on pages with upgraded imagery
• Conversion rate of “shop by edit” landing pages
• Returns rate (to ensure attractiveness isn’t misleading)

Summary

Liking in ecommerce is often built from four levers: attractive presentation, similarity cues, small compliments, and positive associations. Each is simple on its own — the impact comes from consistency and restraint.

Next: Part 7 — Unity (shared identity and “we-ness”).