O2
Authority bias
We are heavily influenced by who communicates the information.
![](https://cdn.prod.website-files.com/5fe67d7463678b5632a2c102/5fefa73d01bdfa57d1ab0f16_P22%20-%20Image1.jpg)
» Choose an “authority” that people trust and respect
» People may discard information from a formal “authority” they dislike. Peers, colleagues and friends can act as an informal trusted “authority” in many instances