Social proof
Social proof is the tendency to conform to the behavior of others. This phenomenon is based on informational influence, in which people look to others for informational cues on how to behave in ambiguous situations. At times, social proof has been found to have a strong, or even stronger, influence on people's behaviors than laws, rules, or previously held beliefs.
Relevant Academic Papers
- Cialdini, R. B., Wosinska, W., Barrett, D. W., Butner, J., & Gornik-Durose, M. (1999). Compliance with a request in two cultures: The differential influence of social proof and commitment/consistency on collectivists and individualists. Personality and Social Psychology Bulletin, 25(10), 1242-1253.
