19/ Authority Bias1

We’re hardwired to follow the lead of experts. The Authority Bias taps into our tendency to trust and follow advice from figures of authority, whether that’s a doctor, a trusted brand, or even a well-regarded stranger.

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38/ Aesthetic Usability Effect19/ Authority Bias4/ Scarcity

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38/ Aesthetic Usability Effect If it looks good, we believe it works better. 6/ Social Proof When others approve, we follow suit. 4/ Scarcity When things are rare, we want them more. 19/ Authority Bias We follow experts because they know best—or so we think. 38/ Aesthetic Usability Effect...

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