The Power of Social Proof in Decision Making: Why We Follow the Crowd
Understand the impact of social proof on consumer behavior and how to use it responsibly in your marketing
In 1968, three social psychologists conducted an experiment on social influence. They called it The Street Corner Experiment.
First, they asked a single person to stand on a busy street and stare at the sky for 60 seconds. Very few passing pedestrians took note or looked up. Most ignored him.
Next, they placed a group of five people to stare at the sky. This attracted more passersby to look up as well.
They continued the experiment by increasing the group to 15 people. This resulted in 45% more pedestrians stopping to join them.
The key takeaway from this experiment is clear: people are highly influenced by the actions of others, especially in uncertain situations.
Psychologists refer to this phenomenon as social proof.
Before we dive deeper, a quick shoutout to our first 20 behavioral marketing pioneers! Thank you for joining us on this journey to gain a competitive edge through behavioral insights.
What is Social Proof?
Social proof is a psychological principle stating that people tend to follow the crowd when they’re uncertain about what to do.
Let's look at other real-life examples.
Consider this example: You’re shopping for a screwdriver online, and two options are nearly identical in price and features.
One has 50 purchases but only two reviews, while the other has 26,000+ reviews with an average rating of 4.8 stars. Which one would you choose?
Most people would opt for the one with more reviews, even if it costs a bit more. Why? Because we naturally feel uneasy about something that has few reviews, even if the product itself might be perfectly fine.
Another example: Imagine you're in a new city and looking for a place to eat.
You see two similar restaurants—one bustling with customers, the other completely empty. Instinctively, you’d likely choose the busier restaurant, assuming it’s the local favorite. Even if you decide to try the empty one for some reason, you might still hesitate.
Once inside, you’re handed a menu with unfamiliar dishes. You notice that certain items are labeled as “bestsellers.” Chances are, you’ll gravitate toward those dishes, or you might even ask the waiter for their recommendations—likely hearing about the bestsellers again.
These examples illustrate the pervasive nature of social proof in our daily lives. From online shopping to dining choices, we're constantly influenced by the actions and opinions of others.
This psychological phenomenon shapes our decisions, often without our conscious awareness.
Why We Follow the Crowd?
People have been following the crowd since the beginning of time.
We have relied on social proof as a shortcut for decision-making.
In his book Influence, Robert Cialdini explains how advertisers often label products as “fastest-growing” or “best-sellers” to tap into this instinct. They don’t need to persuade us that a product is good; they just need to show that others think so.
Cialdini points out that we often rely on a simple heuristic: popular equals good. Following the crowd helps us navigate complex or unfamiliar environments.
But there’s more to it: humans are inherently social creatures. Our survival historically depended on our ability to band together, which has shaped our psychology. Today, our self-worth often ties closely to the approval of others.
We often follow others because
It feels safe
We fear missing out
We fear being a social outcast or being criticized if we don’t follow the crowd
Social Proof in Marketing
Marketers and businesses frequently leverage social proof to promote products and services, both online and offline.
This is why we often see businesses display testimonials, reviews, highlighting the number of users or subscribers, etc.
It builds trust
It makes your business credible
It can enhance your sales
This is what Peloton does on their site:
They highlight the number of reviews they got and shows that a lot of users are satisfied with their business.
Here’s another business that uses the power of social proof. Notice how they highlight big numbers that shows how popular they are:
Here’s another one with a very compelling quote on the side aside from displaying their reviews:
The Ethical Use of Social Proof
While social proof is highly effective, it’s also ripe for misuse. Some businesses resort to fake reviews and testimonials to manipulate their appearance. However, this is a short-sighted approach. While it might generate some quick sales, it can severely damage a brand’s reputation once people realize the deception. Playing the long game by building genuine trust with customers is far more sustainable and rewarding.
A Word of Caution
While social proof can be a valuable guide in decision-making, it's crucial to remember that popularity doesn't always equate to quality or suitability for your individual needs. We encourage readers to:
Think Critically: Don't blindly follow the crowd. Consider whether a popular choice aligns with your specific needs and values.
Seek Diverse Opinions: Look for a range of perspectives, not just the most vocal or visible ones.
Consider the Source: Evaluate the credibility and potential biases of the social proof you encounter.
Trust Your Judgment: While social proof can provide helpful insights, your personal experience and intuition are also valuable.
Be Aware of Manipulation: Some entities may attempt to artificially inflate their social proof. Stay vigilant and look for signs of authentic engagement.
Context Matters: What works for others may not work for you due to different circumstances, preferences, or needs.
By exercising caution and critical thinking, you can harness the benefits of social proof while avoiding its potential pitfalls. As marketers and consumers, we all have a responsibility to use and interpret social proof ethically and intelligently.
The Power and Responsibility of Social Proof
Social proof is a powerful psychological principle that significantly influences consumer behavior. From the Street Corner Experiment to modern marketing strategies, we've seen how people tend to follow the crowd, especially in uncertain situations. As marketers, understanding and ethically leveraging social proof can build trust, enhance credibility, and boost sales.
Key takeaways:
Social proof stems from our natural tendency to seek safety in numbers and avoid missing out.
Effective use of testimonials, reviews, and user statistics can significantly impact consumer decisions.
Ethical application of social proof is crucial for long-term brand success and customer trust.
While powerful, social proof should be approached with critical thinking. Consumers should exercise caution and not blindly follow the crowd.
Marketers have a responsibility to use social proof ethically, providing authentic and transparent information to their audience.
Reflect on how social proof influences your daily decisions, and consider how you might ethically implement it in your marketing strategies. Remember, building genuine trust with customers may take time, but it’s invaluable for long-term success.
Thanks again to our behavioral marketing pioneers for being part of the early journey of Behavioral Marketing Lab. We invite new readers to join our growing community and receive weekly insights to boost conversions ethically and effectively.
In our next post, we'll explore "The Role of Authority in Brand Trust: Why Consumers Follow Leaders". Discover how perceived expertise and credibility can shape consumer perceptions and decision-making processes.
Stay tuned to learn how to ethically leverage authority in your marketing strategies!