1: Use authority to gain instant credibility: the authority principle
Posted: Mon Jan 20, 2025 3:47 am
Applying Behavioral Science: An Actionable Framework
Ready to harness the persuasive power of behavioral science? Nancy provides a practical framework for getting started tailored to marketing:
First, clearly define your target audience and campaign challenges or desired outcomes. For example, you might want newsletter subscribers to attend a free webinar or email promotion recipients to japan b2b leads follow you on Instagram. Outline the specifics from the beginning.
Next, consider why someone might be hesitant. We all have internal fears of trusting others too easily, of appearing foolish and uncertain. Understanding your audience’s specific obstacles will make it easier for you to overcome them.
Finally, explore relevant behavioral science triggers that can help alleviate their concerns, including authority, autonomic bias, and cognitive fluency principles.
Want to quickly gain the trust of your target audience? Borrow from a reputable third party. People are trained from an early age to recognize and respect authority figures. As a marketer, having recognized experts validate your claims allows you to shorten the time-consuming trust-building process.
For example, maybe you're looking for a ski parka, and the U.S. Ski Team says they trust LL Bean's parkas. So you can start your day with confidence by purchasing their coats without having to do more research or comparison shopping. Or maybe you see a toothpaste brand in the store and the label says the American Dental Association supports the brand. You may be more inclined to buy from that brand because you trust ADA.
Expert Endorsement Example 1 of Authoritative Principles of Behavioral Science
Nancy recalls another example of the authority principle: Some criminals in Oregon dressed as bank guards and stood in front of a Wells Fargo ATM. They put up a fake sign saying the machine was broken and instructing people to turn their deposits over to guards. When people come to use an ATM, most people read what is written on the sign and hand over their cash to these criminals dressed as bank guards without hesitation. The criminals made off with thousands of dollars.
The scheme was carried out by having robbers dressed as officials point to an official-looking sign telling ATM users to hand over their money because the machines were allegedly not working properly.
Ready to harness the persuasive power of behavioral science? Nancy provides a practical framework for getting started tailored to marketing:
First, clearly define your target audience and campaign challenges or desired outcomes. For example, you might want newsletter subscribers to attend a free webinar or email promotion recipients to japan b2b leads follow you on Instagram. Outline the specifics from the beginning.
Next, consider why someone might be hesitant. We all have internal fears of trusting others too easily, of appearing foolish and uncertain. Understanding your audience’s specific obstacles will make it easier for you to overcome them.
Finally, explore relevant behavioral science triggers that can help alleviate their concerns, including authority, autonomic bias, and cognitive fluency principles.
Want to quickly gain the trust of your target audience? Borrow from a reputable third party. People are trained from an early age to recognize and respect authority figures. As a marketer, having recognized experts validate your claims allows you to shorten the time-consuming trust-building process.
For example, maybe you're looking for a ski parka, and the U.S. Ski Team says they trust LL Bean's parkas. So you can start your day with confidence by purchasing their coats without having to do more research or comparison shopping. Or maybe you see a toothpaste brand in the store and the label says the American Dental Association supports the brand. You may be more inclined to buy from that brand because you trust ADA.
Expert Endorsement Example 1 of Authoritative Principles of Behavioral Science
Nancy recalls another example of the authority principle: Some criminals in Oregon dressed as bank guards and stood in front of a Wells Fargo ATM. They put up a fake sign saying the machine was broken and instructing people to turn their deposits over to guards. When people come to use an ATM, most people read what is written on the sign and hand over their cash to these criminals dressed as bank guards without hesitation. The criminals made off with thousands of dollars.
The scheme was carried out by having robbers dressed as officials point to an official-looking sign telling ATM users to hand over their money because the machines were allegedly not working properly.