ON THE BIAS: Authority Bias
On the Bias is a series that explores our cognitive biases and how they impact our behavior change efforts.
We have covered the Priming Effect and Endowed Progress Effect so far. All previous On the Bias posts can be viewed here.
A story: 1 out of 5 dentists recommends this practice.
My spouse and I regularly brush our teeth together at night, staring in the mirror and listening to the hums and beeps of our electric toothbrushes.
During one of the early days of cohabitation, when this was a new practice for us, he watched me brushing my teeth with skeptical eyes in the mirror. After my toothbrush completed its two-minute circuit, he asked me to demonstrate my brushing process. I showed him the method I use, which one of my former dentists taught me.
He said I was doing it wrong, to which I responded: “Wrong?!?! But this is how my dentist taught me to use an electric toothbrush. So, how can it possibly be wrong?!?!
We turned to the internet to solve this dispute, which is when I discovered that – according to all the manufacturers of electric toothbrushes and most dentists – I was, in fact, brushing my teeth incorrectly.
What’s happening here?
Following my dentist’s instructions without asking questions or doing any of my own research is a result of authority bias. Even when I bought my first electric toothbrush at the encouragement of that dentist, I didn’t bother to read the pamphlet. I simply took my dentist’s word as final.
ON THE BIAS: “Authority bias is a tendency to attribute greater accuracy and truth to statements and decisions made by authorities or experts, even without substantial evidence supporting their claims.” » Dovetail
In advertising, we often referred to this bias as the “white lab coat effect.” Consumers are more likely to trust someone wearing a white laboratory or doctor’s coat when featured in a commercial, even when the ad states they are an actor and not a real doctor.
My toothpaste of choice, Sensodyne, likes to double down on this effect by using white lab coats for both its product development team and its dentists!
Authority bias is not exclusive to doctors. It can occur with a wide range of people and professions, from scientists to bosses to teachers to police officers and even celebrities.
Bringing the bias home: Think of a few people you treat as authority figures in your personal, online, and professional circles. These are individuals whose guidance you value and recommendations you might implement without a second thought. Consider how and why you came to trust them and how that level of trust helps you make decisions.
How this bias can help or hurt our behavior change programs
HOW IT HELPS
Most descriptions of Authority Bias focus heavily on its dangers and downsides, so it may be controversial to highlight the positive effects it can have.
But respecting authority figures and experts is one way we’re wired socially, and it doesn’t necessarily mean we display absolute deference or obedience to authority.
Understanding when and how this bias produces positive outcomes can help us direct this tendency toward protecting the planet while avoiding its downsides.
Authority Bias reduces choice overload.
One reason we look to authority figures and experts for guidance is that it serves as a mental shortcut when there are SO many options to choose from. Instead of researching every toothpaste on the market, I can just pick the one my dentist prefers – easy peasy!
Most of our audience members feel overwhelmed and unsure about which actions they should take for the planet that will produce the biggest impact (i.e., what’s worth their time and energy). Receiving guidance from respected individuals (see the next point) can help them cut through the clutter and channel their efforts in the right direction.
Trust is on our side!
I know you may not feel this, but the data shows that people trust scientists, academic institutions, national environmental authorities, and NGOs the most on general topics and when discussing climate change specifically (see charts below).
High trust in these institutions and individuals means they are compelling messengers when providing guidance on taking action for the planet.
Authority figures can also be influencers.
What do you get when you combine an authority figure with an early adopter? An authofluencer! (I just made that up).
More seriously, having authority figures demonstrate the desired behavior in an authentic way can be a powerful motivator for your audience. It goes beyond the “talking heads” approach and leans into the human-ness of respected individuals.
Like seeing the Mayor of Jersey City, NJ, and his staff using bike rentals to attend meetings during the workday.
HOW IT CAN HURT
While exploring how authority bias can be a force for change is exciting, it can also be used for (and arguably is most often used for) compliance and control.
Authority bias can stifle innovation and creativity.
When there is too much authority bias in the workplace, employees may not feel comfortable asking questions, suggesting new ideas, or proposing alternative solutions to their managers. In the worst-case scenario, this imbalance produces an unhealthy power dynamic that leads to bad, unvetted, and sometimes corrupt projects.
But most often, deferential treatment frustrates everyone by causing a lack of creativity and innovation. To overcome this, teams should remove the authority figure from the room or introduce a trained facilitator for brainstorming sessions to redistribute the balance of power.
It reduces our efforts to think critically.
The downside of authority bias helping us overcome choice overload is that it can also prompt us to turn off our critical thinking filters.
Authority figures are never perfect or perfectly accurate all the time, which can be problematic if we repeat, copy, and share everything one person says and does. It becomes even more troubling when authority figures intentionally spread lies and misinformation under the belief that their fans will believe everything they say.
Social media is a hotbed of people sharing and reposting misinformation that takes on a viral life of its own. During the COVID-19 pandemic, the U.N. launched its ‘Pause’ campaign that encouraged social media users to take a moment to question the credibility and source of a post before sharing it.
The act of pausing can break the automatic, unflinching nature of authority bias and introduce space for critical thinking.
Trust isn’t static.
The good news is that consumer trust in our institutions is high. However, there is no guarantee that it will always be that way. During the COVID-19 pandemic, we saw firsthand how a trusted institution like the Center for Disease Control (C.D.C.) can falter and become caught in a misinformation maelstrom.
Since trust and respect are key tenets of the authority bias, it’s critical to continually build and reestablish trust, transparency, and strong relationships—and not assume they will always be there.
“While relying on authorities is necessary and efficient in many cases—such as visiting the doctor—it becomes problematic when it leads to uncritical acceptance of information, blind obedience, and resistance to change.
It’s crucial for individuals to be aware of this bias and its effect on our decision-making and, when appropriate, critically evaluate the information we receive.
Balancing trust in authority with a healthy amount of scepticism can lead to better informed and well-rounded decision-making.”
A NOTE OF CAUTION
It’s essential to pick the right authority-figure spokesperson for your audience, and it may not be the person you would expect. Taking a lesson from the D.A.R.E. case study I wrote last year, choosing the wrong authority figures can make a program less relevant to the audience and less impactful.
Personally, I get more solid advice about brushing and flossing from the hygienist than the dentist, who only pops in for the last two minutes of the visit. However, commercials never feature hygienists. Maybe they should!
→ Check out the full set of “On The Bias” posts here.
You should read these supplemental articles. Trust me, I’m an expert.
- Edelman. (2023). Special Report — Trust and Climate Change. https://www.edelman.com/trust/2023/trust-barometer/special-report-trust-climate
- The Decision Lab. (2024, May 22). Authority Bias – Biases & Heuristics. https://thedecisionlab.com/biases/authority-bias