"illustra" - 1 õppematerjal

Cialdini raamat

The first question to ask when we are confronted with what appears to be an authority figure's influence attempt is "Is this authority truly an expert?" This question focuses our attention on two cru- cial pieces of information: the authority's credentials and the relevance of those credentials to the topic at hand. By turning in this simple way to the evidence for au- thority status, we can avoid the major pitfalls of automatic deference. An illustra- tion or two is in order. Let's examine the highly successful Robert Young Sanka commercial in this light. If, rather than responding to his "Marcus Welby, M.D." association, people had focused on Young's actual status as an authority, I am confident that the com- mercial would not have had so long and productive a run. Obviously, Robert Young did not possess a physician's training or knowledge. We all know that. What he did . . . Chapter 6 AUTHORITY