Behavioral Science 101: Social Psychology Influences Authority the Milgram Effect

What This Is

The Authority Effect and the Milgram Effect are two related concepts that demonstrate how people's behavior is influenced by authority figures and social norms. The Authority Effect refers to the tendency for people to follow orders from those in positions of authority, even if the orders are morally or ethically questionable. The Milgram Effect, named after the famous obedience study, shows how ordinary people can be persuaded to administer electric shocks to others when instructed to do so by an authority figure. Understanding these effects is crucial for designing effective interventions in fields like health, finance, and education, and for preventing harm in situations like workplace bullying or government corruption.

For example, the UK's "Nudge Unit" used the Authority Effect to increase organ donor rates by making organ donation the default option on driver's license applications, with a simple "opt-out" checkbox for those who didn't want to donate. This subtle change led to a significant increase in organ donations.

Key Theories & Models

• Authority Effect: People are more likely to follow orders from those in positions of authority, even if the orders are morally or ethically questionable. This can lead to harm in situations like workplace bullying or government corruption.
• Milgram Effect: Ordinary people can be persuaded to administer electric shocks to others when instructed to do so by an authority figure, demonstrating the power of social norms and authority.
• Social Identity Theory: People derive a sense of identity and belonging from the groups they belong to, which can influence their behavior and decision-making.
• Deindividuation Theory: When people are in a group or anonymous, they are more likely to engage in behavior that they wouldn't normally engage in when they are alone.
• Cognitive Dissonance Theory: People experience discomfort when their behavior or attitudes conflict with their values or self-image, which can lead to changes in behavior or attitudes.
• Self-Perception Theory: People form attitudes and make decisions based on their own behavior, rather than the other way around.
• Diffusion of Responsibility: When people are in a group, they are less likely to take responsibility for their actions, as they assume others will take care of it.
• Foot-in-the-Door Technique: People are more likely to agree to a large request if they have first agreed to a small request.
• Door-in-the-Face Technique: People are more likely to agree to a small request if they have first been asked for a larger request that was rejected.
• Reciprocity Norm: People feel obligated to return favors or kindnesses that they have received.

Step-by-Step Application

1. Identify the target behavior: Determine what behavior you want to change or influence, and understand the underlying motivations and drivers.
2. Understand the social norms: Research the social norms and expectations surrounding the target behavior, and identify any potential barriers or facilitators.
3. Design an intervention: Develop an intervention that leverages the Authority Effect, such as using a trusted authority figure or social norms to influence behavior.
4. Test and refine: Test the intervention with a small group and refine it based on the results.
5. Scale up: Scale up the intervention to a larger group, and continue to monitor and refine it as needed.
6. Evaluate impact: Evaluate the impact of the intervention on the target behavior, and identify any potential unintended consequences.

Common Misconceptions

• Misconception: The Authority Effect is only relevant in extreme situations, such as the Milgram study.
• Correction: The Authority Effect is relevant in many everyday situations, such as following orders at work or following social norms in a group.
• Misconception: The Authority Effect is only about obedience, and not about compliance.
• Correction: The Authority Effect is about both obedience and compliance, and can lead to harm in situations like workplace bullying or government corruption.
• Misconception: The Authority Effect is only about authority figures, and not about social norms.
• Correction: The Authority Effect is about both authority figures and social norms, and can influence behavior in many different contexts.

Exam/Application Tips

• Be specific: When answering questions about the Authority Effect or Milgram Effect, be specific about the context and the underlying mechanisms.
• Use examples: Use real-world examples to illustrate the Authority Effect or Milgram Effect, and to demonstrate how they can be applied in practice.
• Distinguish between obedience and compliance: Be clear about the difference between obedience and compliance, and how they relate to the Authority Effect.
• Consider the social norms: When designing interventions or evaluating the impact of the Authority Effect, consider the social norms and expectations surrounding the target behavior.

Quick Practice Scenario

A company is considering implementing a new policy that requires employees to wear uniforms. Which behavioral principle is at work, and why?

Answer: The Uniform Effect, which is related to the Authority Effect. The company is using the uniform to create a sense of social norms and to influence employee behavior.

Last-Minute Cram Sheet

• The Authority Effect refers to the tendency for people to follow orders from those in positions of authority, even if the orders are morally or ethically questionable.
• The Milgram Effect shows how ordinary people can be persuaded to administer electric shocks to others when instructed to do so by an authority figure.
• Social Identity Theory explains how people derive a sense of identity and belonging from the groups they belong to.
• Deindividuation Theory explains how people are more likely to engage in behavior that they wouldn't normally engage in when they are alone.
• Cognitive Dissonance Theory explains how people experience discomfort when their behavior or attitudes conflict with their values or self-image.
• Self-Perception Theory explains how people form attitudes and make decisions based on their own behavior.
• Diffusion of Responsibility explains how people are less likely to take responsibility for their actions when they are in a group.
• Foot-in-the-Door Technique is a persuasion technique that involves asking people for a small favor before asking for a larger one.
• Door-in-the-Face Technique is a persuasion technique that involves asking people for a large favor and then offering a smaller one as a compromise.
• Reciprocity Norm explains how people feel obligated to return favors or kindnesses that they have received.
• ⚠️ Loss aversion is not the same as risk aversion – loss aversion is about the psychological pain of losses relative to gains; risk aversion is about avoiding uncertainty in general.
• ⚠️ The Authority Effect is not just about obedience, but also about compliance.
• ⚠️ The Authority Effect is not just about authority figures, but also about social norms.