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I think that the best valuable quality in a job interview is personality, others qualities may be modified, like appearance, or can not be changed, like qualifications and work experience.
It is very difficult to show a simulated personality, when the interviewer is experimented, feels immediately some thing is wrong if the aspirant is lying.
Any way, its better go to the interview with formal clothes, a good appearance, and without nervous.
Good qualifications and large work experience ever helps, but I think that are not the most impressionable in the interview moment.

You're right when you say that qualities like appearance, qualifications and work experience can't be modified... but I do know of an ex-minister in Spain who made believe everybody he've got 3 University degrees. Unfortunattely, sometimes, qualifications can be changed... and as more important these false qualifications are, the more people take them as true!

Certainly, there is the possibility of falsifying a CV, but as in the case of the Spanish minister, the truth always floats on top of lies.