A new friend invites you over to their house for a party. You've never been there before. When you get there, you walk in with a few other people. You notice that they immediately start to take off their shoes, so you do, too.
You look around the room but you don’t know anyone else, and you’re not really sure where to go. The people you came in with head straight for the food table, so you follow them. You start to relax as you talk with them and choose what to eat.
You may not realize it, but this is social proof or “herd behavior” in action. It can play a big role in making decisions, both big and small — from deciding what to eat at a restaurant to choosing a future career.
Understanding how social proof works can help you make better choices and avoid being influenced or manipulated!
What is social proof?
Social proof, also known as “herd behavior” or the “bandwagon effect,” happens when people copy what other people do, especially in new or uncertain situations. In other words, people look at others for the “right” way to act.
Examples of social proof:
Checking out a movie after hearing good reviews
Following the crowd in a public space (e.g., an amusement park, train station, etc.)
Listening to music from a band that your friends are all raving about
Watch this video to see a social experiment on the effect other people have on our decision making:
To conform or not to conform? What psychology has to say.
Many psychologists have looked at how social conformity (matching how the group acts or thinks) affects our decision-making.
In the 1950's, Solomon Asch did his famous "vision test" conformity experiment. Even though there was an obvious correct answer, 75% of people still gave a wrong answer when the people around them did. In other words, they let themselves be influenced by the group.
Quiz
Which are examples of social proof or herd behavior? Select all that apply:
Why does social proof happen?
Making decisions can be challenging. How do we know if we made the right decision? In times of uncertainty, we often look to the people around us for guidance.
Reasons and benefits of social proof:
Creating a sense of belonging: Doing and liking the same things can make people feel more connected to each other.
Finding safety in numbers: No one wants to stand out or risk doing something embarrassing. Watching what others do can give you clues about how to act in unfamiliar situations.
Reducing uncertainty: When you're not sure what to do, it can feel safer to just follow the crowd. It feels like you're making the "right choice" because other people have done it.
Building trust: We're more likely to see something as “trustworthy” if other people approve of it. For instance, companies can use customer reviews to "build trust and credibility" with customers.
Proceed with caution!
Social proof is a great way to avoid embarrassing yourself and to make choices that you think are "good" or "smart".
However, as Asch’s conformity experiments show, people have a habit of changing their minds and decisions once they see how other people act — for better or worse! Copying others can lead to irrational or even harmful behavior, including:
Groupthink: Social proof makes people go with the group, even if they didn’t agree with them at first. It can make you change your mind about what to think and like.
Falling for marketing scams: Companies rely on herd behavior to make more money. How many times have you fallen for the hype of something, like that new dessert trending on TikTok, only to end up feeling disappointed and manipulated?
Mob mentality: Think back to the COVID-19 pandemic when people started to panic-buy toilet paper and groceries because things were so uncertain and they saw/heard others were doing this.
Quiz
What can you do to avoid herd behavior? Select all that apply:
Take Action
Ever been reminded to "make good choices"? Well, now you can. It's time to use what you know about social proof/herd behavior to make better decisions!
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