Social Proof – The Invisible Pull of The Group
Social proof describes how people think it is appropriate for them to believe, feel, or do something to the extent that other people are believing, feeling, or doing it too. Social proof provides both the validity that something is good as well as proof of possibility. It also works in reverse for example with the Bystander Effect. The effect of social proof increases with: A higher number of people involved The degree of similarity these people have to you Your level of uncertainty about how to behave in a situation The degree of collectivism in your culture Social proof is a concept from psychology and social science coined originally by Robert Cialdini in his book Influence....