When is the last time you looked forward to being around someone who always complains? Or that couple that bickers and argues at dinner? Or relentlessly makes fun of others? Is it comfortable being with someone who seems to find the dark side of life? Generally, people with a personality that is ruled by sarcasm have fewer friends.

That’s how it goes with radio personalities, too. And you need more friends, because friends become fans. And fans drive ratings.

Generally, likable personalities are popular and attract more listeners. What’s more, those listeners tend to want to spend more time with a truly likable personality. It makes sense, doesn’t it?

So what is it about sarcasm that causes radio personalities to be less likable? Start with the traits listeners connect with most.

Listeners Respond to Positive Attitudes

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