Authority

You will obey me!

It’s human nature to obey authority figures if they’re objectionable. Job titles (Dr.) and uniforms infuse an air of authority. Because of this, we let our guard down for those who appear powerful, shifting our decisions to align with theirs. 

In Milgram’s experiment, individuals weren’t forced but coerced into shocking the "subject," trusting authority over their judgment. The same happens in advertising such as when we see "9/10 dentists recommend" a toothpaste, we assume it's the best, relying on perceived expertise rather than our own reasoning. 

As consumers, we need to stop letting our guards down and instead research and learn independently to be knowledgeable individuals. Though someone with authority may offer great advice, always double-check and look into what they say because even though they may be an expert they are also human and can make mistakes. 

Learning to trust your gut and creating your authority can provide many benefits. Some benefits would be gaining peace of mind, knowing you have the confidence to make your own informed decisions rather than blindly following authority; Increased critical thinking. Questioning authority helps develop analytical skills, making you less susceptible to manipulation; Better consumer choices. Being able to under these marketing tactics allow you to buy products based on quality rather than authority driven persuasion.