Hoài nghi. Những kẻ này về cơ bản muốn chứng minh với chính họ rằng phần mềm của bạn không phải là điều họ muốn. Họ muốn tìm ra rằng các phần mềm họ đang sử dụng là một giải pháp tốt hơn, vì vậy họ không cần phải đi qua nỗi đau của chuyển đổi. Những kẻ này trình bày một cơ hội thú vị. Thiết kế cho họ bằng cách cung cấp rất nhiều bằng chứng rằng những người khác hạnh phúc bằng cách sử dụng phần mềm của bạn | 88 DESIGNING FOR THE SOCIAL WEB Appeal to Authority If someone with authority uses your software it makes sense to leverage that fact by talking about how they use it. On the AdaptiveBlue site for example they promote their software by explaining how Seth Godin an authority in the marketing world uses their SmartLinks feature. SmartLinks for Books Seth Godin marketing guru and best selling author uses SmartLinks to promote his books. Are you a reader or an author Check out SmartLinks for books Figure If a well-known authority uses your software tell people This element from AdaptiveBlue doesn t oversell Seth Godin s involvement it simply lets people know that he uses to the software to promote his books. f__--------------- The Power of Authority Authority the ability to give order and enforce obedience is an extremely powerful social influencer. The most famous social psychology experiment involving authority is a study by Stanley Milgram done in the early 1960s in which he as the authority figure ordered people to inflict electric shocks on others even as the others cried out in pain. A remarkable number of people simply followed the orders. The experiment was set up to make it appear as if the subjects were really being shocked they weren t. Nevertheless the results of that single study have reverberated for decades completely reshaping how psychologists view authority. Says Milgram The legal and philosophic aspects of obedience are of enormous importance but they say very little about how most people behave in concrete situations. I set up a simple experiment at Yale University to test how much pain an ordinary citizen would inflict on another person simply because he was ordered to by an experimental scientist. Stark authority was pitted against the subjects participants strongest moral imperatives against hurting others and with the subjects participants ears ringing with the screams of the victims authority won more often than .
