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Unbiased stories & studies from the frontiers of marketing

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NeuroTactic Overview

Authority Bias

an experiment aimed at finding out how many people would pay the parking ticket of a random stranger when asked, 33% of people gave the money when asked by a fellow civilian, whereas 89% of people gave the money when asked by a police officer. We have a higher likelihood of paying attention to, and trusting, a figure of authority than someone with relatively little authority. 

SUMMARY:

In an experiment aimed at finding out how many people would pay the parking ticket of a random stranger when asked, 33% of people gave the money when asked by a fellow civilian, whereas 89% of people gave the money when asked by a police officer. We have a higher likelihood of paying attention to, and trusting, a figure of authority than someone with relatively little authority. 

Adding authoritative elements to your marketing materials, such as endorsements, certifications, and expert testimonials will boost the level of trust that prospects have in your brand.

An important difference between Authority Bias and Social Proof is that Authority bias deals exclusively with people and companies which are well-known and well-respected. Social Proof, on the other hand, deals with the “everyman” who is in the same position, or a similar position, as the person viewing the campaign or funnel.

Primary Source:

Bickman, L (1974). The social power of uniform. Journal of Applied Social Psychology 4, 47-61.

Dream Category:

Attention

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Awareness, Action
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

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