First coined by Robert Cialdini in 1984, social proof is also known as informational social influence. In his book Influence: Science and Practice, he discusses social proof as one of the influential psychological principles that persuade us to behave in certain ways.

In ambiguous situations, decision-making is made difficult by uncertainty regarding the potential outcomes, which may result in decision anxiety. Social proof (safety in numbers, or reliance on the authority of others) therefore becomes a powerful influencer of decision making if we feel that others are better qualified to decide.

Positive public reviews and ratings persuade us that a company or their product is trustworthy. Endorsements from specialists such as doctors or dentists also encourage consumers to choose a recommended product rather than one with no professional testimonial, even if the products are otherwise comparable.

It’s interesting to note that we don’t tend to seek safety in any kind of numbers. When we see ourselves as similar to those around us, we are more likely to view their behavior as correct, and therefore adopt it as our own.