Does it really matter if a patient likes me before they say yes? It matters more than most dentists want to admit. The research on liking is clear, going back to studies from 2004 and earlier: we say yes to people we know, like, and see as similar to ourselves. That includes decisions to spend money. If you are similar to me in some way, I like you, and I make decisions around that. Patients are no different. They want to be treated by someone they trust, the same way they pick a physician or anyone who provides a personal service. [...]