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.