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Social proof
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.
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The dangers of relying on social proof
- Herd mentality can prevent us from practicing critical thinking and exploring new, innovative ideas.
- Even if an opinion is held by a large group of people, this does not necessarily make it correct.
- Following the crowd can lead people to mak...
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How to wisely use social proof
- Be mindful of influencers. Successful influencers are incredibly persuasive. When you see a product or argument being advertised, be aware of the underlying mechanism of influence at play.
- Interrogate your own beliefs. It can feel easier and quicker ...
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The power of positive endorsement
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 otherwi...
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Social compliance and Social proof
Social compliance refers to how we respond to people in authority or to those who have the appearance of competence and expertise.
Social proof refers to how we look for cues around us to know how to behave. This can be easily used against us by manipulating our environment t...
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