Articles

Trust me, I'm like a smart person

Dr Mary Wyatt

Authority builds trust, a powerful persuasive tool. In our fifth article on persuasion and Donald Trump we ask what can we learn from boasts about wealth and intelligence.

Most people obey authority regularly, in their everyday lives and at work. We feel a sense of obligation and duty to people who are seen as being authoritative in their positions. Donald Trump has repeatedly exploited the persuasive power of authority. During the election campaign, he frequently referred to his billionaire status. Many commentators were of the view that this was an attempt to establish his authority.  Titles m...

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