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Prepared by Philip Zimbardo and Cindy X. Wang
Cialdini’s Principles of Social Influence
Authority [Context: Credibility]
The Basics
- Milgram’s studies of obedience provide evidence of a strong pressure for compliance with the requests of authority figures
- Strength of tendency to obey comes from systematic socialization of society members that obedience constitutes correct conduct
- Frequently adaptive to obey dictates of genuine authorities because such individuals usually possess high levels of knowledge, wisdom, and power
- Deference to authorities can occur in a mindless fashion as a decision-making shortcut
- Tendency to respond to "symbols and signs of authority" rather than to its substance
- Failure to distinguish between Just and Unjust Authority
How It’s Exploited
- Experiments show that certain authority symbols effectively promote compliance:
- Titles
- Clothing (expensive suits, uniforms, authority symbols, medals, hats, etc.)
- Authority Location (Office, carpet on floor, etc. Fancy Stationary)
- Automobiles (association with wealth, privilege, power with authority)
Best Defense
- Question yourself - is this authority truly an expert? How truthful is he or she?
- Direct attention away from symbols and toward evidence for authority status
- Be aware of attempts of others to appear more trustworthy or credible than they are
- Seek independent evaluation of authority deserved status
- Be sensitive to changes in authority behavior, demands over time, from initially acceptable to ultimately abusive and unjust.
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