How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 146

5. Authority
In the seminal studies and research conducted by Milgram regarding
obedience there is evidence of the strong pressure within our society for
compliance when requested by an authority figure. The strength of this
tendency to obey legitimate authorities is derived from the systematic
socialization practices designed to instil in society the perception that such
obedience constitutes correct conduct. Additionally, it is also frequently
adaptive to obey the dictates of genuine authorities because such
individuals usually possess high levels of knowledge, wisdom, and power.
For these reasons, deference to authorities can occur in a mindless fashion
as a kind of decision-making shortcut. When reacting to authority in an
automatic fashion there is a tendency to often do so in response to the
mere symbols of authority rather than to its substance.
Three types of symbols have been demonstrated through research as
effective in this regard:
1. Titles
2. Clothing
3. Automobiles.
In separate studies investigating the influence of these symbols-individuals that possessed one or another of these symbols, even without
other legitimizing credentials, were accorded more deference or
obedience by those they encountered. Moreover, in each instance, those
individuals who deferred and/or obeyed these individuals underestimated
the effect of authority pressures upon their behaviour.
Asking two questions can attain a meaningful defence against the
detrimental effects of undue influence gained through authority.
1. Is this authority truly an expert?
2. How truthful can we expect this expert to be?
The first question directs our attention away from symbols and toward
actual evidence for authority status. The second advises us to consider not
just the expert's knowledge in the situation, but also his or her
trustworthiness. With regard to this second consideration, we should be
alert to the trust-enhancing tactic in which a communicator may first
provide some mildly negative information about himself or herself. This
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