Chapter 5 Authority Flashcards
What is the primary focus of behavioral science research divisions?
Testing how behavioral-science principles could be used to solve various real-world problems.
Approximately six hundred research units have been established globally in less than ten years.
What was the first behavioral research unit established?
The British government’s Behavioural Insights Team (BIT).
BIT has been particularly productive in applying behavioral science principles.
What was the compliance rate when bankers received a standard letter request for donations?
5 percent.
What was the compliance rate when the request was endorsed by a celebrity?
7 percent.
What compliance rate was achieved through a reciprocity-based appeal involving sweets?
11 percent.
What compliance rate resulted from an appeal incorporating authority from the CEO?
12 percent.
What was the highest compliance rate achieved with a combined appeal of reciprocity and authority?
17 percent.
What two types of authority did the CEO possess in the donation requests?
- Authority over recipients as their boss. 2. Authority on the topic due to knowledge of the campaign’s value.
What was the true purpose of Milgram’s experiment?
To investigate how much suffering ordinary people would inflict on an innocent person when ordered by an authority figure.
What percentage of subjects in Milgram’s study delivered the maximum shock of 450 volts?
About two-thirds.
What was the common prediction made by experts regarding subjects’ willingness to administer the maximum shock?
1-2 percent would go to the last shock.
Did the sex of the subjects affect their willingness to deliver shocks?
No, sex was irrelevant.
What was the result when the victim announced he had a heart condition?
65 percent of subjects continued to administer shocks.
What did Milgram conclude was the main reason for the subjects’ behavior?
A deep-seated sense of duty to authority.
How did the subjects physically react while administering shocks?
They trembled, perspired, shook, and showed signs of extreme distress.
What happened when the roles of the researcher and victim were reversed?
100 percent of subjects refused to give additional shocks when it was merely the fellow subject who demanded it.
What was the effect of contradictory instructions from two researchers on the subjects?
The extreme degree of obedience was documented under these conditions.
Fill in the blank: The maximum shock level in Milgram’s experiment was _____ volts.
450 volts.
True or False: The Learner in Milgram’s experiment was a real participant.
False.
What was the main finding of Milgram’s studies on obedience?
The extreme willingness of adults to go to almost any lengths on the command of an authority.
In Milgram’s experiments, what happened when subjects faced contradictory commands from two researchers?
Subjects became confused and asked for a single command to follow, ultimately ending the shocks.
What does Milgram’s research suggest about the power of authority?
It indicates the sheer strength of authority pressures in controlling human behavior.
What incident is highlighted to illustrate the consequences of blind obedience?
The incident involving S. Brian Willson, who was struck by a train while protesting.
What did S. Brian Willson attribute the actions of the train crew and navy corpsmen to?
A system that constrained their actions through the pressure to obey.
What does Thomas Hobbes suggest about anarchy?
It renders life ‘solitary, poor, nasty, brutish, and short.’
How is obedience to authority reinforced in our society?
Through parental lessons, school teachings, legal systems, and religious instruction.
Fill in the blank: Obedience to authority is often justified by the ________ it provides.
[multilayered and widely accepted system of authority]
What is a potential danger of automatic obedience to authority in the medical field?
It can lead to unchallenged errors due to hierarchical structures.
According to the Institute of Medicine, how many medication errors can hospitalized patients expect to experience daily?
At least one medication error per day.
What does the case of the ‘rectal earache’ illustrate about obedience in medicine?
That mindless deference to authority can lead to absurd and harmful outcomes.
What marketing technique is highlighted regarding the use of actors in health product advertisements?
Actors are hired to portray doctors to leverage the authority associated with medical professionals.
True or False: The Vicks Formula 44 ad was effective because Chris Robinson was a real doctor.
False
What do symbols of authority trigger in individuals according to the text?
Unthinking compliance.
What are some symbols of authority mentioned that can influence compliance?
- Titles
- Clothing
- Trappings
What is the paradox of obedience to authority?
It provides rewards, making people comply even when it may not make sense.
Fill in the blank: When we are in a click, run mode, we often respond to ________ rather than substance.
[symbols of authority]
What is the risk associated with mindless obedience according to the text?
It can lead to a lack of critical thinking and errors in judgment.
What are the three symbols of authority discussed?
Titles, clothes, and trappings.
What is the paradox of acquiring titles?
Titles are difficult to earn but easy to adopt without effort.
How does the use of a title affect social interactions, according to the professor’s experience?
It changes interactions to become more respectful and dull.
What effect do prestigious titles have on perceived height?
Higher status titles increase perceived height by an average of half an inch.
What did the study involving an individual introduced with different titles demonstrate?
Perceived height increased with each increase in status.
What did the midwestern researchers conclude about nurses’ compliance with doctors’ orders?
Nurses often unhook their professional intelligences and comply automatically.
What percentage of nurses complied with a doctor’s improper instruction in the midwestern study?
95 percent.
What was the main finding of the study involving hackers and bank security?
Hackers successfully exploited human psychology and authority rather than technology.
What attire was found to significantly increase compliance in Bickman’s studies?
Security guard uniforms and business suits.
In Bickman’s experiments, how did compliance rates differ between a requester in uniform and one in street clothes?
92 percent compliance in uniform versus 42 percent in street clothes.
What is the ‘bank examiner scheme’?
A con where a man dressed in a business suit poses as a bank examiner to deceive victims.
Fill in the blank: The outward signs of power and authority may be counterfeited with the _______.
[flimsiest of materials].
True or False: Taller individuals are often perceived as more authoritative.
True.
What did the researchers find about the relationship between size and status in animal societies?
Size is often used to determine status, with larger animals typically winning in combat.
What was the control method used by the hackers to gain access to bank facilities?
They dressed as authority figures like fire inspectors and safety monitors.
What is the significance of the findings regarding nurses’ compliance with doctors’ orders?
It raises concerns about patient safety and the reliance on authority.
What tactic do bunco artists use to gain compliance from their victims?
They use carefully counterfeited uniforms to create an appearance of authority.
This tactic exploits the victim’s trust in perceived authority figures.
What impact does wearing a white coat have on a physician’s authority?
It carries power and enhances the perception of authority in a hospital setting.
Physicians often wear white coats to convey their status and expertise.
What is the pecking order of white coats among medical professionals?
Medical students wear the shortest coats, residents wear medium coats, and attending physicians wear the longest coats.
This hierarchy influences how staff interacts with them.
How do finely styled and expensive clothes affect compliance in social situations?
They increase compliance to requests significantly.
Examples include higher survey participation and increased donations.
What percentage increase in compliance was observed when individuals wore prestige designer labels?
79 percent more compliance with survey requests and 400 percent more donations.
Higher quality attire also correlates with perceived competence.
How do people react differently to drivers of luxury cars compared to economy cars?
Drivers of luxury cars receive more deference and wait longer before honking at them.
This behavior reflects the societal status associated with luxury vehicles.
True or False: People accurately predict how they would respond to authority influences.
False.
Studies show that individuals underestimate the effect of authority on their behavior.
What strategy did a financial adviser use to increase client compliance?
He included the opinions of financial experts in his advice.
This approach resulted in a 15-20% increase in agreement from clients.
What are the two features of a credible authority?
- Expertise
- Trustworthiness
Both features significantly influence compliance and persuasion.
How can a communicator rapidly acquire perceived trustworthiness?
By mentioning a weakness early on in their presentation.
This tactic enhances the audience’s perception of honesty.
What effect does admitting a weakness have on a communicator’s credibility?
It increases perceived honesty and leads to greater acceptance of their strengths.
This strategy is effective in legal settings, political campaigns, and advertising.
What approach did Warren Buffett take in his annual reports to enhance trustworthiness?
He openly discusses past mistakes and problems faced by Berkshire Hathaway.
This transparency builds trust and credibility with shareholders.
What is the significance of the Dexter Shoe investment mistake mentioned by Warren Buffett?
It illustrates his willingness to admit errors and learn from them.
Buffett emphasized the importance of transparency in maintaining trust.
What did studies show about the influence of online reviews on customer behavior?
They significantly shape customer decisions and perceptions.
The Spiegel Research Center highlights the effectiveness of online reviews in marketing.
What is the optimal star rating range that maximizes purchase likelihood?
4.2 to 4.7
Ratings beyond this range may lead to suspicion of fakeness.
How much does the presence of a negative review increase the conversion rate?
67 percent
Negative reviews add credibility to product evaluations.
What is the perceived value of verified buyers as reviewers?
More credible
Their presence on a site measurably increases sales.
What should marketers do if there is a drawback to acknowledge?
Present it relatively early in the message
This enhances credibility for the rest of the appeal.
What are the two components of a credible authority?
- Expertise
- Trustworthiness
What question should be asked to evaluate an authority’s expertise?
Is this authority truly an expert?
What can help us resist undue influence from authority figures?
Heightened awareness of authority power
Recognizing how authority symbols can be faked helps in this regard.
What is the significance of asking how truthful an expert can be?
To assess their trustworthiness
Experts may not always present information honestly.
What tactic do compliance practitioners use to assure their sincerity?
Arguing somewhat against their own interests
This can enhance their believability.
What effect do unflattering comments in letters of recommendation have?
Produce the most favorable results for job candidates
This is true when the letters are otherwise positive.
What technique did Vincent, the successful waiter, use to increase tips?
Seemed to argue against his own interests
He recommended less expensive dishes while appearing to care about customers’ best interests.
What was the general reaction of customers to Vincent’s suggestions?
Smiles, nods, and general assent
What should we do to defend ourselves against misleading appeals from authorities?
Always ask, ‘Is this authority truly an expert?’
Fill in the blank: The presence of __________ buyers increases sales measurably.
verified
True or False: Negative reviews decrease the credibility of product evaluations.
False
Negative reviews actually enhance credibility.
What is one strategy used by successful waiters to influence customer decisions?
Providing valuable information about menu items
This creates a sense of gratitude among customers.
How does recognizing one’s susceptibility to automatic authority influence help?
It allows individuals to disrupt the influence process.
What happens when customers perceive a reviewer as a verified buyer?
They view the reviewer as more credible.
What can occur when a reviewer admits to a past mistake?
Increased likelihood of purchase
What strategy did a former CEO teach in relation to acknowledging failure?
Acknowledging failure as a way to advance one’s career
This approach highlights the importance of transparency in professional growth.
What change did one student make regarding his failure in a high tech company?
Made his role in the failure a prominent part of his résumé
This change led to multiple prestigious positions.
What effect does taking responsibility for failure have on organizations?
Higher stock prices one year later than those that do not take blame
Supported by research from Lee, Peterson, & Tiedens (2004).
How did Vincent increase his tips through his behavior?
Combined reciprocity and credible authority
This manipulation of perception inflated both his tip percentage and base charge.
What did the Milgram studies demonstrate about authority?
Strong pressures for compliance with authority requests
Many individuals delivered dangerous levels of pain due to authority figures.
What socialization practices contribute to obedience to authority?
Systematic practices that instill the perception that obedience is correct conduct
This socialization is adaptive as genuine authorities possess knowledge and power.
What are some symbols of authority that influence compliance?
Titles, clothing, and automobiles
These symbols can lead to increased deference or obedience.
What is the difference between being ‘in authority’ and ‘an authority’?
Being ‘in authority’ can generate resistance, while ‘an authority’ is seen as knowledgeable and is more likely to be followed
This distinction affects how individuals respond to commands.
What enhances the persuasive effect of an authority figure?
Being perceived as both expert and trustworthy
This dual perception maximizes the influence of authority.
What tactic can communicators use to establish trustworthiness?
Admit to a minor shortcoming before presenting strengths
This creates a perception of honesty that enhances believability.
What two questions can help defend against authority influence?
- Is this authority truly an expert?
- How truthful can we expect this expert to be?
These questions shift focus from symbols to evidence of authority.
True or False: People often underestimate the effect of authority pressures on their behavior.
True
This underestimation can lead to compliance without critical evaluation.
