The Issue: Robert Cialdini discusses the principles of authority and directed deference, a notion that states the majority responds in a more favorable, agreeable manner to perceived authority than the oridinary.
Major Strength: Cialdini is convinced. He’s convinced that authority rules and society blindly follows like lost puppies seeking the alpha male. He sells it, too! He has great examples and experiment results to back this belief. The Milgram study is a great example that supports the idea of directed deference. Despite the obvious outcome of harm, the majority of subjects continued with the acts requested by the lab-coated director. Against their better judgment, they followed – not so much blindly, though. That was obviously shown by the sweating, the clinching of hands, the fists to the head, etc. of those asking the questions. These actions intensify the belief that authority rules. The same can be said in other scenarios presented throughout the chapter, such as the examples simply drawn on the clothing and the titles. I feel like the major strength of his argument comes based on his analysis of several different scenarios; the deferment to actual authority without trusting ones own knowledge (ex. nurses not questioning orders by doctors) and on the other side of the coin, the con-artist approach (the stranger using titles or clothing to support their facade). The latter instantly brought to mind the life of Frank Abagnale, who was depicted in the book and movie Catch Me If You Can. Abagnale is a perfect example of this, as he portrayed himself, at a very young age and with great success, as an airline pilot, doctor, lawyer, etc. He made a living doing it before finally being caught. Proof is certainly there that the perception of authority results in a higher degree of compliance, and Cialdini supports this through countless examples.
Major Weakness: So, while Cialdini appears to blindly follow the authority in his representation of people falling mindlessly to the perceived expertise of people and scenarios, I think he fails miserably to acknowledge the population that does think for itself and questions commonsense triggers rather than being awestruck by a lab coat or business suit. I will give a couple examples: One, in the Sanka coffee commercial, I believe Cialdini and researchers are focusing on the wrong aspect in this instance, or not acknowledging it at all. I don’t think people necessarily follow because he was attached to the role of a doctor from a previous T.V. show, but rather his celebrity alone. Celebrities sell because of their popularity, not necessarily an authoritative position. I think if you place any well known actor in that spot, the result is the same. In contrast, you place a real doctor or researcher in front of the camera with their white-coat or blue scrubs claiming Sanka to be better for you and I bet there is far less success from the commercial. The focus needs to be on the celebrity of the scenario, not the perceived expertise.
Cialdini seems to eliminate other angles of thought when determining why people are following orders. The scenarios are so different I don’t think the same test can be administered across the board. Yes, in cases where someone is known to be more educated in an area, it makes sense that someone would more easily defer. That is true authority, or expertise rather, that is being measured. The lab coats aren’t being looked at in that instance. In the con-artist tests, it’s based on assumption that someone is knowledgeable rather than actual credentials supporting the case. I think they should be studied in two different ways.
I believe that contextual components are not taken into account when administering some of these studies.
Underlying Assumption: The underlying assumption seems to be that people don’t trust their own commonsense. While in some instances it was tested and proven to be the case, the context of the situation was as important as the lab coat or suit. I think the assumption is that people react the same way no matter the other variables.
Provocative Questions: When following the suited man across the street, are they mentally taking the approach that he’s an authoritative figure, or expert in the scenario, or simply labeling him more educated than the one walking across in the work shirt, thus capable of making a more informed decision? Not sure that anyone can really be an expert on whether or not you will get hit by a care or not. Obviously we’re talking about a simple, commonsense act in regards to – will I get hit by a car or won’t I? The point, however, is this a basis of authority or a sect of it, a societal notion that a person perceived to be more educated makes better decisions?
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