Inside the modern believability crisis: how Rockefeller's Dimes, war propaganda and the Marlboro man ruined the world -- Navigating the likeability gap: what Rwands, golf courses, and Ocean's Eleven can teach Us about the decisions we make -- The ROI of likeability: why spreadsheets need to die, websites stink, and likeable politicians -- Truth -- Relevance -- Unselfishness -- Simplicity -- Timing

1. Economics -- Psychological aspects
2. Marketing -- Psychological aspects
3. Trust
4. Charisma (Personality trait)
5. Interpersonal relations
6. Customer relations
7. Public relations