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The Invisible Sale: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads by Tom Martin

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7. Propinquity

The law of propinquity states that the greater the physical (or psychological) proximity is between people, the greater the chance that they will form friendships or romantic relationships. The theory was first crafted by psychologists Leon Festinger, Stanley Schachter, and Kurt Back in what came to be called the Westgate studies conducted at MIT.1

1. E. Hatfield, J. T. Cacioppo, and R. L. Rapson, Emotional Contagion: Current Directions in Psychological Science. Thousand Oaks, CA: Sage Publications, Inc., 1993.

The study investigated how friendships developed among students at the new Westgate Complex at MIT. The results clearly showed the role of proximity in the formation of friendships. The strongest friendships developed between ...

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