The Authority Principle

We have a deep-seated sense of duty to authority. We are trained from birth to believe that obedience to proper authority is right and disobedience is wrong. This is because it is usually advantageous for us to obey authority.

This sense of duty to authority is so powerful that it can lead us to do things that we would not normally do. For example, the Milgram experiment showed that people are willing to administer painful electric shocks to another person simply because they are told to do so by an authority figure.

The authority principle is a powerful tool of influence because it is based on a mental shortcut. We assume that people in positions of authority know what they are doing. This allows us to avoid having to think for ourselves. However, this can also be dangerous, as it can lead us to blindly follow orders without questioning them.

There are three main symbols of authority that can trigger our obedience:

• Titles: A person's title can be a powerful symbol of authority. For example, we are more likely to obey someone who has the title of "doctor" or "professor."
• Clothing: A person's clothing can also be a powerful symbol of authority. For example, we are more likely to obey someone who is wearing a uniform.
• Trappings: The trappings of authority, such as expensive cars and jewelry, can also be powerful symbols of authority.