Research-based examples of social proof in action

1. A person in distress is better served by having only one person available to help them. If several people observe an ambiguous situation where someone may be in trouble, they will look to each other to see how to act. If no one takes immediate action, the likelihood that no one will do anything at all grows, which is called pluralistic ignorance. If only one person is in the vicinity to help, the level of personal responsibility is higher, and aid is more likely offered without hesitation.
2. A child is more likely to learn a new skill (such as swimming) if he observes a child of similar age that engages in the activity. Before this happens, one-on-one parental instruction will likely fail to influence a reluctant child. As children become teenagers, the importance of peer behavior and approval needs no elaboration. Likewise, adults are more likely to ethically act in concert with those they feel to be of a similar education level, income bracket and social status, rather than looking to a purely independent moral compass.

Social proof is at the root of what’s been dubbed herd mentality in humans, with every “cattle” and “sheep” reference that goes along with it. Our need to look to other people for how to behave is an important key to the growth and maintenance of societies, so it’s not necessarily always reason for disdain.

Despite all the dramatic examples, social proof can be a very useful adaptive trait. It helps us solve problems and formulate shared values, and it really only hurts us when we fail to apply critical thinking to important choices and actions.
From a marketing standpoint, social proof is the basis of both buzz and large sales figures. Without it, there’d be no “grapevine” in the first place. It’s also why testimonials are so essential in direct marketing.

Social proof is ultimately the most powerful force involved in growing a successful business blog that helps you sell products or services. The quality of your content is still the most important element, but other subtle influences may well dictate whether you turn a new visitor into a subscription or bookmark.

Источник: copyblogger.com