Provide security

Authority Bias

Authorities can have a strong influence.

Hand-drawn person in a black graduation gown and cap pointing at a rising bar chart with orange line, next to a speech bubble in German.

How it works

People are strongly influenced by the opinion of an authority figure - even if that person makes a statement that is not part of their area of expertise.

When to use it

Use the effect if you want to create a feeling of security, which can strengthen your customers' trust in your brand.

Online examples from practice

Authority

Rely on authorities who say something positive about your product.

  • Display seals from well-known corporate partners that you work with
  • Add images of people who create trust through a special status
  • Offer customers qualified advice through your expertise in order to be perceived as an authority
Huel website header and headline about expert recommendations above three profile cards with round portrait photos and job titles.
larocheposay.de
Blue banner with a close-up of a woman's face and the headline 'Nr. 1 von Dermatologen empfohlene Hautpflegemarke weltweit' with a small source footnote.
larocheposay.de
Page section 'Unser wissenschaftliches Führungsteam' with intro text and three round portraits of team members with academic titles.
mybacs.com

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