Authority Bias
Authorities can have a strong influence.
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.
<span data-metadata=""><span data-buffer="">When should I use the effect?
The authority bias falls into this category: Provide security
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
Discover more Psychological Triggers
People tend to interpret information in a way that confirms their own expectations. Ex: Eating chocolate on "cheat day" is okay.
People tend to reduce small risks completely rather than mitigate larger risks somewhat.
People who are familiar with a tool tend to use that tool even when another tool would be more appropriate.