问题概述
人们强烈倾向于服从权威人士。
解决方案
当确定权威人士的资格时,人们的标准出奇得低,且会本能地作出反应。看到蓝色制服意味着应服从警察指挥,看到白大褂和听诊器意味着应听从医生的建议,而一个身着西装的人应该是一个值得尊敬的商人,他的意见值得听取。
Cialdini认为,在没有真正的权威人士时,有三个重要的权威象征,会让人们产生服从的念头:头衔、衣服和装饰(珠宝、汽车等)。
传达权威感
显示适当凭据,向用户传达权威感,例如列出证书、奖励或杰出客户证明。 将产品与用户熟知的知名面孔联系起来,让自己与权威人士为伍。[1]
基于业务选择权威形象,考虑影响的对象及影响方式。以下有几个示例:
- 如果想卖产品给运动员,就选择知名运动员作为权威人士;
- 如果想推广健康相关的网站,就选择医生和护士作为权威人士;
- 如果想卖食品,就选择名厨作为权威人士。
考虑产品所在领域内的权威人士人选,并研究用户将以什么方式遵守权威人士传达的信息。
也不用为了传达权威感就将自己与权威人士为伍,你也可以成为权威人士!言语自信、主导讨论、发表博客、发布视频,或者通过其它方式将自己或公司打造成权威形象。[2]
说明
那些认同权威人士的人,相信权威人士的品味,并经常相信自己适合这些品味——至少他们希望能适合。如果团队中有专家,或有同事在某种程度上属于权威人士,那么一定要将他们推出来以加强售卖产品的可信度。
人们面对权威会产生责任感,使其无法拒绝权威的期望。 权威有助于确定人们自己的定位和对他人的定位。 如果权威人士的职业是教师,人们将自己定位为学生。 如果警察靠近,则人们的自我定位为嫌疑人或线人。[3]
人们很少受困于权威人士所提要求的利弊,他们将被奉为权威人士的信息视为捷径,几乎不经深思熟虑,就会决定在某种情况下的行动。权威人士的优势在于获得信息和权力,因此可以让用户遵守恰当的权威人士传达的信息[4]。
一旦权威人士下达命令,人们就会不加思考地执行。通常貌似有权威性就够用了,一套制服或一张名人脸就能体现权威性,不用去找真的权威人士。人们会受真正的权威人士影响,通常也会受权威的象征的影响。[5]
原文地址:https://ui-patterns.com/patterns/Authority
[1]原文:Communicate a sense of authority to your users by displaying appropriate credentials. List certifications, awards, or prominent customer testimonials. Associate yourself with authority figures by connecting their well-known face with your product.
[2]原文:You however don’t have to associate yourself with authority figures to communicate authority. Act like one yourself! Speak with confidence, lead discussions, blog, post videos, or find another way of establishing yourself or your company as an authority figure.
[3]原文:We have a sense of duty to authority that makes us unable to defy their wishes. Authority help define the role we take upon ourselves and the roles we put on others. If an authority figure is seen as a teacher, we put on the learner or student role. If a policeman approaches us we take on the role as a suspect or informer.
[4]原文: Authority positions speak of superior access to information and power, why it makes sense to comply with the wishes of properly constituted authorities.
[5]原文:Once a legitimate authority has given an order, subordinates stop thinking in the situation and start reacting. Often the appearance of authority is enough – we don’t always need to provide real authority. A uniform or famous face can do. We are often as vulnerable to the symbols of authority as to the substance.