To put it simply, they found that people tend to look for cognitive balance, trying to always keep their thoughts and feelings organized in a similar way. So if you flatter someone who has high self esteem, and it is seen as sincere, they will like you more, as you are validating how they feel about themselves. However, if you flatter someone who has low self esteem, there is a chance it could backfire and cause them to like you less, because it interferes with how they perceive themselves....

To put it simply, they found that people tend to look for cognitive balance, trying to always keep their thoughts and feelings organized in a similar way. So if you flatter someone who has high self esteem, and it is seen as sincere, they will like you more, as you are validating how they feel about themselves. However, if you flatter someone who has low self esteem, there is a chance it could backfire and cause them to like you less, because it interferes with how they perceive themselves....

To put it simply, they found that people tend to look for cognitive balance, trying to always keep their thoughts and feelings organized in a similar way. So if you flatter someone who has high self esteem, and it is seen as sincere, they will like you more, as you are validating how they feel about themselves. However, if you flatter someone who has low self esteem, there is a chance it could backfire and cause them to like you less, because it interferes with how they perceive themselves....

A few years ago, Burger King had a great example on the web, the subservient chicken. You could go to this website, and you could type in whatever you wanted. This guy in a chicken suit would do whatever you typed in. For example, “Do a back flip,” and the guy in the chicken suit would do a back flip. “Hit a home run,” and he would look like he’s hitting a home run. But it wasn’t heavily-branded. It didn’t say, “Burger King, Burger King, buy...

A few years ago, Burger King had a great example on the web, the subservient chicken. You could go to this website, and you could type in whatever you wanted. This guy in a chicken suit would do whatever you typed in. For example, “Do a back flip,” and the guy in the chicken suit would do a back flip. “Hit a home run,” and he would look like he’s hitting a home run. But it wasn’t heavily-branded. It didn’t say, “Burger King, Burger King, buy...