The Principle Of Authority
According to the author and psychologist Robert Cialdini, people resort to ‘fixed-action patterns’ in this fast-paced world, and authority plays a huge factor in the science of influence and persuasion. People listen to and trust an authority figure, as they are too busy to study everything in detail.
Word of mouth also works in the same way, as if someone is trusted by the people in our circle, we also tend to trust that person.
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