Users attribute more importance to the opinion of an authority figure.

<aside> ℹ️ The tendency to ascribe a higher rating to the opinion of an authoritative figure (not necessarily related to its content) and, to a greater extent, depend on this opinion. According to this bias, people usually have a deep-seated respect for power and tend to obey when a figure with power requires it.

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As an example, companies often use celebrities as spokespeople knowing that the audience will recognize this individual and give greater credence to what they have to say than an unknown individual. So think twice when you see an actor endorsing dog food and remember that he is not a scientist, a nutritionist, or a dog expert---he is a paid spokesman. This is also why in many advertisements for health treatments someone in a lab coat is promoting or encouraging the treatment - people view someone in a lab coat as being an authority and knowing what is right.

In software products, this bias is important when designing moderation mechanisms (dispute solving, issue review). Also, this bias is vital when designing features of arbitration and escrow.

In most cases, for the end-users, the authority is our customer support team.

We have to understand this because users expect the decision of the authority to be fair. This also amplifies because of the Just-world fallacy. Therefore, we have to structure our tone of voice and our message in such a way as to keep the reputation of a fair company.

Examples of Authority Bias

• HiPPO - Highest Paid Person's Opinion: The person's opinion with presumably the highest status in a meeting may override others' opinions or facts.
• Celebrity endorsements: Celebrities often endorse products and actions despite not being related experts over an average consumer.
• Pro Athlete endorsements: Similar to celebrity endorsements, even though athletes are experts in a sport, they often endorse products and actions unrelated to their field.
• Paid actors mimicking experts in marketing.
• Social media influencers.

Key takeaways

Understanding and leveraging Authority Bias can enable businesses to build trust, create stronger relationships with their audience, and drive more informed decisions from consumers.

• Authority Bias underscores the importance of credible endorsements in shaping decisions.
• Travel apps can use this bias to bolster trust, but it's essential to ensure authenticity.
• Genuine expert recommendations can elevate the perceived value of offerings on a travel platform.
• Displaying certifications, or awards related to a service or person can increase its perceived value and trustworthiness.