Why does a person usally say YES, when he/she really wants to say NO ?

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There are number of occasions when a person tries to please everyone in his/her circle. Everyone wants to be liked by all making his/her family, community, social and work circles.Such an urge to say YES, when you mean No is rooted to your desire to maintain your self-image. There are even occasions when people fall for flattery and say YES. A person often says YES because he/she wants to be liked by ALL. What are your viewpoints?