The issue: In chapter five of Influence, Cialdini discusses the idea that people are likely to respond and obey those who are perceived to be in authoritative positions.
Major Strength: Cialdini leads off with a summary and analysis of Stanley Milgram’s “obedience” study, and it is by far the strongest, most persuasive section of the chapter. Milgram’s study is quite famous, and ethically questionable to say the least. I remember studying it in high school Psychology. The case study provides a good amount of credibility to Cialdini’s argument, as it clearly and properly demonstrates the concept of “Authority.” In addition, the concept resonates because the results of the tests are frightening. The study concludes that every one of us has the potential to kill—by anonymously administering high voltage shocks, for example—if we have enough faith in the authority figure that is telling us to carry out the action. That’s heavy, Doc.
Major Weakness: After leading with Milgram, the rest of the chapter doesn’t hit as hard. The “Astrogen” study is powerful, and equally scary compared to Milgram’s, but after that it seems like Cialdini relies more on theory than evidence. I feel like I have to memorize the symbols of authority, because I can’t link the ‘Defense’ section to an applicable real world example, for instance. It’s not to say that the Authority chapter loses its persuasion, but the studies are not as memorable. Additionally, a general weakness I have noticed with Cialdini’s writing (which I mentioned in my last post) is that he doesn’t provide suggestions for how to avoid falling into these social traps.
Underlying Assumption: The skeptic in me infers from the reading that Cialdini wants us all to question authority more than we currently do, but that seems like too much of a generalization. Authority is often necessary, but there is a risk for blindly obeying orders. People in positions of power can corrupt, which is very important to remember.
Provocative Questions: Should we all be more skeptical and fact-check everything we hear because there’s a chance we are being lied to? If so, wouldn’t that make everything less efficient?
If that’s not the answer, then how can we use this information moving forward?
How can we avoid becoming sheep when we should be going against the herd?