Flourish - eMag - Feb 25 - Flipbook - Page 25
Authority:
Is the idea that people in general have a tendency to
obey authority 昀椀gures. Job titles such a Dr, for instance and
uniforms can infuse a sense of authority into people, thus
leading someone to accept what a person in authority says
without question.
Example: You can see this in commercials that have doctors
speaking to the health bene昀椀ts of a product in ad campaigns.
Likeability/Sympathy:
Is the idea that the more you like someone,
the more you are likely to be in昀氀uenced by them.
The basis of liking is often the sharing of something
similar with the person you like, as well as on
superficial elements like how attractive a person
looks.
Example: You may be being persuaded by someone
who is using similar language as you, copying your
body language or dressing in a way that is aligned
to you as a customer (for example a tech store
employee) who dressed informally because they
represent the typical tech buyer (relaxed, intelligent,
and creative).
