You've been there before. A crowd gathers and you can't help but walk over and before you know it the crowd is growing exponentially. In part 3 of this 6 part series on persuasion, we're going to look at one of the most powerful influences: Social Proof.
This is slightly related to "unconscious imitation" which I discuss in one of my earlier posts (Monkey See Monkey Do). Anyways, "no man is an island" and our need for social acceptance and belonging has been used against us probably too many time and in too many ways.
But like most of these influences, awareness is the first step to take back control:
Basic Premise
- People determine what is correct by finding out and observing what OTHER PEOPLE think is correct (that's why laugh tracks were invented)
- Looking to others provides us with a shortcut for determining how to act ESPECIALLY when the "others" are viewed as being similar (Showing shy kids films of other shy kids actively interacting with other children can have a powerful effect; On a more morbid note, the fact that suicide rates go up on highly publicized suicides)
- This influence is also very powerful in unfamiliar or ambiguous situations (just think back to the last time you were in a foreign country or restaurant - this is why Yelp is so popular as well)
How People Take Advantage of Social Proof
- "Everyone is doing it...Everyone owns one..." - It was known as peer pressure in my adolescent days but whatever it is called the good ol' Bandwagon effect exists because everyone wants to belong
- Want to golf like Tiger Woods, Want to look like Brad Pitt or Angelina Jolie, Want to join our club? then (fill in the blank)- Who doesn't want to be cool or do what the "smart money is doing"?
- As you can see, anyone that recognizes the power of this influence can take advantage of it by providing an environment where people act a certain way or needs to act a certain way in order to be accepted
Best Defense
- Be firm in your own beliefs and instincts and be aware that others may be misinformed or may have a hidden reason for the action they are advocating
- Try to think back to when "similar" people were doing the opposite and recognize that you are free to make your own choices
- When joining any group (club, company, culture), remember that they may be susceptible to group think
- Now that you are aware of this influence, recognize when social proof is being deliberately faked to achieve a certain purpose
Some Seemingly Useless Advice: For anyone in an emergency situation where a crowd is present, dispel the uncertainty of the crowd by pinpointing an individual and directly asking for help (i.e. "Call an ambulance", "dial 911", etc) . If you leave it up to the crowd, then if most people are not doing anything (bystander effect), most likely others will follow suit and if you have ever heard of Kitty Genovese, Hugo Alredo Tale-Yax or Simone Back, you know the results can be very tragic.
Next Principle of Influence: Liking
