Social proof
Social proof means treating other people’s behavior as evidence for what to do or believe.
Why another person’s approval matters
When a choice is hard to judge, people may look at what others do, especially people in a similar situation. A group’s choices can make an option feel safer.
Following a recommendation because the person seems knowledgeable is an appeal to authority. That differs from following a choice because other people made it, though both influences can be present.
Ask what those people checked and whether their needs match yours. Their choices give you something to investigate, not proof that the choice is right.
Social proof in practice
A team feared falling behind teams that hired the placement agent. A student also described feeling more confident when the agent backed a manager.
Where this comes from
The classroom example comes from Class 04: With Other People’s Money.
Concept reference: Robert Cialdini: principles of persuasion, including social proof.
Terms Related to Social proof
Optimal stopping · Information asymmetry · All of the glossary