Authority Bias - W.C

24/01/2019 Campaign Overview | Mailchimp Bias In The Spotlight: Authority Bias - W.C. 1st October

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Dear << Test First Name >> from TBA's Core,

TBA's Bias in the Spotlight for w.c. 3rd September 2018 is AUTHORITY BIAS

Deﬁnition: People have a tendency to alter their opinions or behaviours to mirror those of someone they consider to be an authority on a subject - We tend to weigh the opinion of an authority ﬁgure more heavily.

This is another example of a system 1 response and a decision-making shortcut, rather than rational and logical reasoning.

Have you ever wondered why all our toothpaste ads feature a man in a white coat recommending a particular brand of toothpaste? Furthermore, have you noticed that this man is often wearing a stethoscope, despite the irrelevance of this particular tool in a dentist’s day to day activities? The white coat and stethoscope help create an aura of authority, which we subconsciously register and subsequently respond to in our decision- making.

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Why are we so receptive to messages from authoritative ﬁgures? A brain scanning study conducted in 2009 suggests that the areas in the brain responsible for decision- making often shut down, showing less activity, in the presence of expert advice. It appears that people reduce their decision-making effort and the burden of personal responsibility by “ofﬂoading” the process onto the expert.

This authority bias has been understood and harnessed by multiple brands across various sectors for years. Most recently brands have recognised the power of using ‘inﬂuencers’ in their advertising campaigns, including independent bloggers, vloggers, instagramers and icons on snapchat. Globally, 40% of marketers rely on their relationships with bloggers to get the word out about their brand! Further, MuseFind shows that 92% of consumers trust an inﬂuencer more than an advertisement or traditional celebrity endorsement - a great new example of authority bias.

Though particularly utilised by fashion brands, more and more brands are turning towards influencers as major marketing channels, such as Kim Kardashian snapchatting Airbnb accommodation and Corona Light coordinating with bloggers to create “Light Looks”. Even influencers with less followers are proving to be of high value to brands, providing benefits including authenticity, deeper storytelling, and the potential to reach a more tailored audience.

Test your knowledge of Authority bias Read the question below, then click on one of the answers below, and see if you're right. Your answers will be anonymous - we promise we won't know who you are!

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Which of the following statements about authority bias is FALSE?

A. Less activity is detected in the decision-making areas of the brain when an individual is making a decision in the presence of expert advice

B. The presence of expert advice in a decision making context places greater stress on the decision maker, due to the additional pressure and internal desire to impress those holding authority

C. An authority ﬁgure advocating a particular product makes it more credible in the eyes of a consumer

Have a good start to the week!

Liz, Crawford & Sarah

Source: Engelmann, J. B., Capra, C. M., Noussair, C. & Berns, G. S. Expert Financial Advice Neurobiologically “Ofoads” Financial DecisionMaking under Risk. Plos one 4, e4957 (2009)

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