The social proof principle: The influence of others on our choices
We tend to look at the actions or beliefs of others to determine what is appropriate.
Have you ever bought a book just because it was a bestseller?
Have you noticed how online product reviews influence your purchasing decisions?
Have you ever wondered why busy restaurants seem more appealing?
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The social proof principle is our tendency to look at the actions or beliefs of others to determine what is appropriate or correct in a given situation.
This tendency stems from our innate desire to belong to others, which requires us to behave appropriately and believe in the things others believe. The social proof principle provides us with a mental shortcut (heuristic) that allows us to efficiently navigate a complex world: follow the crowd.
Certain circumstances make it more likely that we will look to others for what to do or believe:
👉 When we are not sure what the right thing to do or believe is. In ambiguous or unfamiliar situations the actions of others reduce our uncertainty about what the correct thing to do is.
👉 When many others exhibit the same behaviour in a given situation (the more, the better). This increases our confidence that this behaviour is effective, makes us believe we can do it too (achievable), and makes the behaviour socially acceptable as it makes us fit in with the many others.
👉 When the behaviour is exhibited by people who are similar to us. This also increases our confidence that this behaviour is effective, achievable and socially acceptable.
Examples of the social proof principle
The principle of social proof is an aspect of human behaviour that influences decision making and beliefs in numerous situations. Here are just a few of many possible examples.
👉 In unfamiliar situations, we tend to choose and do what is most popular, because popularity is evidence of what many others are doing. Restaurants increase sales of certain dishes by labelling them as the most popular or favourite. Streaming services increase the number of viewers of certain series and films by designating them as the most viewed or highest rated. Busy restaurants often attract more customers because people assume the food must be good because many others are eating there.
👉 Potential buyers tend to read online customer reviews before making a purchase, basing their decision-making on the experiences of many others. For most people, authentic reviews are the most important factor influencing their purchasing decisions. Companies build trust and credibility by showcasing success stories and testimonials. By leveraging the positive experiences of others, they try to influence the decisions of potential buyers.
👉 When individuals in an organisation behave unethically without any adverse consequences for them, colleagues may also engage in this misconduct because of the social proof that this behaviour is acceptable within the organisation. Doctors who overprescribe certain medications tend to change this behaviour when they are told that most of their colleagues have lower prescription rates. People often adopt exercise routines, dietary habits, fashion styles, or political views from those in their social circle. Teenagers strongly conform to the behaviour of their peers to gain social acceptance and approval.
👉 Especially in ambiguous situations, while we are watching what others are doing, they are likely to be doing the same thing. This can prevent bystanders from helping people who need immediate help, because it is often not clear whether an event is an emergency. When each bystander sees that the other bystanders remain calm and do not provide help, they will not interpret the event as an emergency. If you are ever in a situation where you need immediate help, remove any uncertainty by making it clear to bystanders that this is an emergency, what kind of help is needed, and who should provide it. ‘You lady in the green dress, please call an ambulance, I think I’m having a heart attack.’ A woman who is physically attacked by a man should make it clear to bystanders that the attacker is not her partner by shouting ‘I don’t know you.’
👉 Laughter is a social cue that signals something is humorous. In comedy shows, laugh tracks (also known as canned laughter) make viewers or listeners laugh more often and for longer, making the show seem funnier.
👉 Extensively publicised suicide stories in an area lead to a subsequent increase in suicide rates in that area. This phenomenon is known as suicide contagion and copycat suicides. Media coverage can inadvertently serve as social proof, allowing vulnerable individuals to view suicide as more appropriate.
👉 In their efforts to prevent people from engaging in harmful activities such as drunk driving or littering, organisations sometimes emphasise the large number of people performing the undesirable activity. This can be counterproductive because it gives people social proof that many others are doing it. Messages intended to persuade people should not normalise unwanted activities.
👉 When many others exhibit the same behaviour, it can have contagious effects, especially if people assume that the many others know something they don’t. During stock market bubbles or crashes, investors may follow the crowd, leading to overvaluation or panic selling. Seeing others hoarding essential items during emergencies or crises can prompt more people to panic buy, causing shortages. During riots, individuals may engage in looting or vandalism when they see others doing the same, feeling encouraged or justified by the collective behaviour.
👉 Fuelled by social proof, alarmist stories without factual evidence can easily spread on social media platforms. Individuals exposed to these stories may experience increased anxiety and fear and feel compelled to take misguided actions. For example, in 2016, the Pizzagate conspiracy theory spread via social media. This theory falsely claimed that prominent figures were sexually exploiting children from the basement of a pizzeria in Washington, D.C. Despite the lack of any evidence, the restaurant owner and staff received death threats. An armed man entered the restaurant, fired three shots and tried to enter the basement. He failed to do so… because the restaurant had no basement.
How to reduce the negative impact of the social proof principle
As with other biases, the social proof principle usually works well. If we're not sure what to do, and many people who look like us are behaving the same way, then this is usually the right thing for us to do. But using this mental shortcut leaves us vulnerable to the actions of profiteers who manipulate social proof for deceptive purposes. For example, by creating long queues outside clubs, while there is plenty of space inside. Or by buying fake followers online to create the illusion of popularity. And sometimes groups of people draw the wrong conclusions, which can lead to the spread of conspiracy theories. Protecting ourselves from the negative consequences of biases can be tiresome and impractical, but can be worth it when the stakes are high.
⚒️ Become aware of the social proof principle
Becoming aware of the potential adverse influence of the social proof principle is the first step in reducing its impact.
Whenever you make an important decision that could be adversely influenced by social proof, take a step back and examine whether the influence of the social proof principle could lead to adverse consequences for yourself or others. Ask yourself questions such as:
🤔 Am I making this decision mainly because others are behaving the same way? Consider whether your decision is independently motivated or mainly influenced by the behaviour of others.
🤔 If no one else did this, would I still do it this way? Consider the intrinsic value of the decision and make sure you don’t overlook potentially better alternatives.
🤔 What strong evidence supports this decision, other than the fact that others are doing it too? Consider what substantive reasons, facts, experiences, or logic support the decision, rather than relying solely on the actions of others.
🤔 Is this decision truly aligned with my needs and goals, life purpose and personal values? Assess whether the decision aligns with what you genuinely want or need, separate from what others are doing or believing.
If you become aware that the social proof principle may negatively influence your decision, take steps to mitigate its effects to allow for a more objective evaluation of your options.
⚒️ Develop a strong sense of self-awareness
When you have a strong awareness of your own needs, goals, life purpose and personal values, you become less susceptible to external influences, such as the influence of social proof. Self-awareness is a powerful tool that allows you to make choices that reflect the type of person you want to be, rather than what others do or say.
Developing this self-awareness involves regularly reflecting on your needs and goals, understanding your life purpose and personal values, and regularly examining whether your decisions align with what you really want or need.
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The social proof principle shows us that our actions and beliefs can be strongly influenced by the actions and beliefs of others. Being aware of what you really want or need makes you less susceptible to the influence of social proof.
References
Influence, New and Expanded: The Psychology of Persuasion, by Robert B. Cialdini PhD
Social Proof: Why We Look to Others For What We Should Think and Do, Farnam Street,
https://fs.blog/mental-model-social-proof/
The Science Behind Why People Follow the Crowd, Psychology Today, Rob Henderson,
My blogposts about influence are available here:
https://www.a3lifedesign.com/blog-english/category/Influence
