Another big idea from Influence: The Psychology of Persuasion by Robert Cialdini:

Remember, the book is about ways that people successfully get others to do what they want. One of my favorite principles, because once explained it was so clear to me, was what the author calls “social proof”:

“It states that one means we use to determine what is correct is to find out what other people think is correct.  The principle applies especially to the way we decide what constitutes correct behavior.  We view a behavior as more correct in a given situation to the degree that we see others performing it.”

Now, using social proof as a way to make decisions has served us humans well for thousands of years.  We will make fewer mistakes in life by doing what the majority of others have done.  Learn the easy way, from others mistakes; or the hard way, from our own.  Social proof is such an integral part of our decision-making process that the less scrupulous among us use it to their advantage.

A few examples:

• Laugh tracks: From the book: “Experiments have found that the use of canned merriment causes an audience to laugh longer and more often when humorous material is presented and to rate the material as funnier.” Wow.
• Tip jars: Bartenders, street performers, church ushers and pretty much anyone with a tip jar will “salt” the jar with a few dollars to simulate tips being left by previous patrons.
• Ringers: Evangelical preachers like Billy Graham and Benny Hinn have people planted at their events who come forth at scheduled times to give donations or witness.
• Product claims: Advertisers love to say their product is the “fastest-growing” or “largest-selling” to create the impression that everyone else is buying their stuff.

As we see, others will exploit the principle of social proof whenever they can.  Remember that social proof is an integral part of our decision-making process, so don’t totally disregard it.  Just keep a lookout for frauds!

Tags: Influence, Robert Cialdini

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