Guest Poster: Daniel Tay
Have you ever seen a long queue in front of a restaurant and instantly concluded that the food there must be excellent, so you decided to join it? Have you ever found yourself laughing along to the canned laughter on your favorite TV shows even though the scene wasn’t actually that funny? If you answered yes to either question, you are one of the many people who have been influenced by social proof.
Social proof is defined by Hubspot as “the concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior.” Other names for it include the bandwagon effect, the herd mentality, conformity, and so on.
Marketers and advertisers are throwing this phrase around because social proof is the new currency of credibility.
Purchase Influences Have Changed
In the past, customers were content to watch advertisements and read posters about products and services, and they accepted that information as a given. However, with massive search engines such as Google springing up in the past decade, objective information has become far more accessible to the everyday person. People would rather trust the opinions of their neighbors rather than what the company has to say about their own product. Read More