We are social animals, and following the crowd can lead us to believe that we are benefitting from the wisdom of others. This informal fallacy of making choices that fit with those of our peers is known as social proof. While social proof can help us to make everyday decisions, it is vital to learn how to use it wisely
Seeking safety in numbers
In ambiguous situations, decision making is made difficult by uncertainty regarding the potential outcomes, which may result in decision anxiety
- Social proof therefore becomes a powerful influencer of decision making if we feel that others are better qualified to decide than we are
- We conform because we believe that others’ interpretation of an ambiguous situation is more accurate than ours and will help us choose an appropriate course of action
How to wisely use social proof
Be mindful of influencers
- Interrogate your own beliefs
- Know when a decision matters
- Social proof should not be the deciding factor
- Choose a moral decision that aligns with your values
- Don’t adopt someone else’s opinion to avoid making one for yourself
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The power of positive endorsement
When consumers feel ambiguous about a product, positive endorsement from others is likely to sway their conclusion to align with others’ opinions
- This is why retailers use social proof to further encourage spending
- Positive public reviews and ratings persuade us that a company or their product is trustworthy
- Endorsements from specialists such as doctors or dentists also encourage consumers to choose a recommended product
The dangers of relying on social proof
Herd mentality can prevent us from practicing critical thinking and exploring new, innovative ideas
- Even if an opinion is held by a large group of people, this does not necessarily make it correct
- Following the crowd can lead people to make poor decisions that they would not have made without the encouragement obtained from social proof
