This is a rule of influence based on the mechanism of conformity.
Social Proof – definition
If other people behave or think in a certain way, it means that this way is correct, and I will also behave or think in the same way.
Examples of Utilization in Marketing and Advertising:
- Directly referring to the social proof rule, for example advertisement: „everyone has Mamba – so do I.”
- Showing crowds of people „using” a product or „supporting” a particular initiative (e.g., Barack Obama’s website during the last presidential campaign in the USA, featuring the candidate against the backdrop of crowd of people)
- The number of „fans” on Facebook, followers on Instagram, etc.
- The number of reviews under a product in online stores or on Google business cards.
- Testimonials/references on websites (when references are given by a person in a high position or with an established position in a particular field, additionally leveraging the influence of authority).
- In e-commerce, when purchasing a product, sections like „Other customers also bought.”
Bibliography:
- Cialdini, R. (2000) Influence: Science and Practice. (B. Wojciszke – translator.) Gdańsk: GWP (Original publication year: 1993)
- Dolinski, D. (2008) Techniques of Social Influence. Warsaw: SCHOLAR
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