Authority bias

All societies are structured in a hierarchical manner,[8] and often those who possess a higher social status are situated further up the hierarchy. The majority of people accept that in order to maintain a co-operative, functioning society and avoid social chaos, a certain degree of individual choice must be relinquished to authority figures, often representing government institutions, whose role means they have greater status in the social hierarchy. For example, most accept that in the criminal justice system, the police have the right to exercise power over others and apprehend wrongdoers, as their role indicates their position in the social hierarchy[9] and their authority. This is often instilled in children from a young age, with parents instructing them to defer to authority figures such as teachers and policemen and accept the opinions of authority figures as correct. There is also a tendency to attribute greater accuracy to and respect the opinions of experts such as doctors. For example, most people have complete confidence in their doctor treating them, as a trusted authority figure with a high social status.[10] This normative behavior can be a useful shortcut, but blind acceptance of expert advice can raise issues if it becomes an automatic response. This was demonstrated by a study conducted by the psychiatrist Charles Hofling, who found that 21 out of 22 nurses would have given patients a potentially fatal dose of a drug when asked to by a doctor despite this instruction contravening official guidance forbidding the administration of the drug. Similar studies in other areas of society have demonstrated the problems that can arise as a result of unquestioningly accepting the opinions of those regarded as having higher status in the social hierarchy.[11]

Outward appearance can signify an individual's social status and relative position in the social hierarchy, and consequently whether they are perceived as a legitimate authority figure. When examining authority bias, outward appearance, manifested in clothing, in particular uniform, seems to have a profound effect on whether an individual is respected and obeyed as an authority figure. Research conducted by Bickman and colleagues found that passers-by were twice as likely to obey a confederate dressed as a security guard rather than a milkman when asked by the individual to complete tasks such as picking up litter or lending the confederate a coin for the parking meter.[12] The effects of uniform on authority bias has been a fairly consistent and reliable finding as other studies, such as those run by Milgram, have reached similar conclusions. In a variation of his original experiment, Milgram found that obedience levels dropped from 65% to 20% when the instructions to enable shocks were given by an ordinary member of the public wearing plain clothes rather than a researcher (signified by a white lab coat).[13] In the real world, attention bias may also play a role here, with people selectively paying more attention to the uniform as an important symbol of power, attributing greater accuracy to the opinions of the wearer and displaying more obedience to that figure in response. However, it is important to recognize that factors like uniform are situational and easily changed. Thus, an individual may masquerade as an authority figure and can elicit the authority bias response from others, even though their authority may not be truly legitimate. Though situational factors may point to an authority figure, the effects of authority bias may be stronger when such situational factors are combined with innate factors, such as gender.

Evidence also suggests that gender can be important in signifying an authority figure. A subset of authority bias, namely gender-authority bias explains how in particular, women may be more susceptible to authority bias than males. In addition to women being more influenced by authority figures than males, female authority figures may be less influential than their male counterparts. Research has shown that both men and women associated men with high authority roles and women with low authority roles, showing how gender can signify an authority figure and subsequently influence authority bias.[14] As a result, confirmation bias may also play a role here in what people interpret to be a characteristic of an authority figure; as many associate higher-authority roles with males, confirmation bias suggests that people will tend to look for, favor, interpret a recall information that fits with this belief, perpetuating this bias, reinforcing the idea of males being more legitimate as authority figures. Gender-authority bias has been demonstrated across a variety of real-world sectors. In politics, research into leadership using the Implicit Association Test (IAT) found that female political leaders tend to face greater resistance to their authority in comparison to their male counterparts.[15] Authority bias is therefore strengthened when an authority figure is male instead of female in politics. In finance, males are often favored as authority figures, being perceived to have greater control of resources, and able to make better decisions, demonstrated by the fact that they hold higher positions and on average earn 66% more than females in the finance industry.[16] Research also suggests that women are more susceptible to authority bias, as they are more influenced than men by hearing fake news from an authority figure.[17]

Authority bias is used as a marketing strategy in order to increase the legitimacy of claims made about a product. A common example in advertising is where toothpaste companies such as Sensodyne promote the validity of their claims by ensuring the dentists wear lab coats, resulting in the consumer being more trustworthy of the product and consequently more likely to buy the product.

Personalised advertising in relation to political voting attitudes (particularly in the US election) relies on authority bias.[21] Political campaigns are targeted specifically towards female voters (who are more susceptible to the bias), amplified through the use of social media, in which political leaders and other figures of authority are used in ad-campaigns to increase the effectiveness of their claims.

The expert halo effect is synonymous with authority bias in medicine, where the expert is seen as infallible.[22] Issues arise in pharmaceutical settings, in which non-experts blindly follow expert's commands, resulting in the distribution of harmful drugs[23] and inappropriate healthcare practices.[24]

A further issue concerning the extent to which an authority figure is perceived to be providing accurate information is apparent in cases such as that of Willie Jackson. Forensic dentistry falsely proved Jackson to be guilty, yet the authority bias strengthened the doctor's standpoint in a court of law as they had expert authority bias. Consequently, the negative effect of authority bias has led to wrongful convictions.

The authority bias is demonstrated in the case of the highest-paid persons' opinion (HIPPO) impact, which describes how employees and other stakeholders in the solution environment tend to go with the opinions and impressions of the highly paid people in an organization.[25]

Evolution has established a dominance hierarchy in which it is an evolutionary advantage to obey authority figures, as figures of authority have a greater allocation of resources and other means of survival. The logical fallacy of ad verecundiam is evolutionary, highlighting that experts are more reliable due to a lack of opposing information, increasing trustworthiness.[26]

In any society, a diverse and widely accepted system of authority allows the development of sophisticated structures for the production of resources, trade, expansion and social control. Notions of obedience and loyalty to the legitimate rule of others are generally accorded values in schools, the law, the military and in political systems. The strength of the bias to obey a legitimate authority figure comes from systemic socialization practices designed to instill the perception that such obedience constitutes correct behavior, and that genuine authority figures usually possess higher degrees of knowledge, wisdom and power. Different societies vary the terms of this dimension.[6] As a result, authority bias can be rooted in the underlying social norms of society. Consequently, deference to authority can occur mindlessly as a kind of decision-making short cut.[27]

An individual exhibiting authority bias may also be subject to experiencing confirmation bias, which is the tendency to search for information that confirms your own existing beliefs. Research suggests that greater authority is given to financial advisors who confirm one's existing opinions, implying that authority bias is strengthened when it coincides with confirmation bias.[29]

The bandwagon effect is where people adopt the ideologies of those surrounding them. Society favours the opinions of authority figures, hence it is a majority view which others support.[30]