Positive association is such a simple and powerful thing. I think that it is a persuasion tool often overlooked.
Simply put: Association is a powerful thing. Be associated with positive things.
An attractive and smiling person – repeating things that are simple, emotional, visual, and wonderfully positive – is exceptionally persuasive.
The opposite – of this should be avoided.
For negative association is the reason we kill the messenger.
Understand: Location matters more than you think.
The linking of celebrities to products is another way advertisers cash in on the association principle. Professional athletes are paid to connect themselves to things that can be directly relevant to their roles (sport shoes, tennis rackets, golf balls) or wholly irrelevant (soft drinks, popcorn poppers, panty hose). The important thing for the advertiser is to establish the connection; it doesn’t have to be a logical one, just a positive one.
-Robert Cialdini, Influence