OpportunityO2
Authority Bias
We are heavily influenced by who communicates the information.
Strategy card · Appeal24 Pathways
The research
What a person wears has an incredible amount of influence on our response to a request from this person. A study demonstrated how pedestrians gave 82% more for a stranger's parking fees when the person was dressed in a firefighter's uniform.
Bushman, B. J. (1984). Perceived Symbols of Authority and Their Influence on Compliance.
R-E-S-P-E-C-T. It's not just for the Queen of Soul, Aretha Franklin.
Pro tip
Consider entities beyond people and leaders, such as non-profit organisations, local governments, sports teams and community groups.
Thought starters
Choose an "authority" that people trust and respect
People may discard information from a formal "authority" they dislike. Peers, colleagues and friends can act as an informal trusted "authority" in many instances