Social Proof
People generally look to other people similar to themselves when making decisions. This is particularly noticeable in situations of uncertainty or ambiguity.
This trait has led compliance professionals to provide fake information on what others are doing. Examples of this are staged interviews on television advertisements or "infomercials".
Read more about this topic: Influence: Science And Practice
Famous quotes containing the words social and/or proof:
“Any one who knows what the worth of family affection is among the lower classes, and who has seen the array of little portraits stuck over a labourer’s fireplace ... will perhaps feel with me that in counteracting the tendencies, social and industrial, which every day are sapping the healthier family affections, the sixpenny photograph is doing more for the poor than all the philanthropists in the world.”
—Macmillan’s Magazine (London, September 1871)
“If some books are deemed most baneful and their sale forbid, how, then, with deadlier facts, not dreams of doting men? Those whom books will hurt will not be proof against events. Events, not books, should be forbid.”
—Herman Melville (1819–1891)