Although the basic idea of Milgram’s experiment was to study obedience to authority, social proof also played a role. People, seeing that the “experimenters” insisted on continuing to shock the supposedly other participant (in reality, the actor), obeyed the demand because “everyone does it, and the authority thinks it’s okay.” Milgram called many moral and personal beliefs into question by showing that a person can go very far if he sees or believes that others approve of what is happening.
Experiments with mistaken fire
There is also a series of experiments where smoke was deliberately released into a room where people were, or a “dangerous” situation was created. If one person noticed smoke alone, he would special database usually immediately report it and leave the room. But if there were several people in the room, and the fake participants did not react, the real subject would often sit and do nothing. It seemed to the person: “If no one is running, then it is not dangerous.”
These experiments convincingly show how the opinions of others can justify or, conversely, cast doubt on our actions and even safety. It turns out that social proof helps us navigate the world, but in some cases it can also suppress critical thinking.
Types of Social Proof: Who Influences Us
When they say “everyone does it,” it’s an oversimplification. In reality, social proof can take many forms. Robert Cialdini identified several types that allow us to understand who exactly influences our decisions.
Social proof from experts. We trust the recommendations of those we consider professionals: doctors, lawyers, experts optimize your email campaign performance in a narrow field. For example, if a well-known pediatrician recommends a certain method of raising a child, many parents will perceive his words as the ultimate truth.
Social proof from celebrities. Advertising campaigns often use images of popular actors or athletes: “If they like this shampoo, it must be really cool!” – this is what our subconscious part thinks.
Social proof from our peers. Nothing convinces us more than the opinions of friends, colleagues, neighbors, and those with whom we associate ourselves. Hence the popularity of reviews, word of mouth, and local communities.
Mass social proof. When a large number of people buy a specific product or use a certain service, the effect of “so esperanto leads many people can’t be wrong” arises. This is how queues for iPhones are born on the day of the start of sales and the widespread love for popular online brands. Certified or institutional proof: When we see “Approved by experts” badges or learn that a service has received an award, our trust in it automatically increases.
Understanding what type of social proof works in a given situation helps you be more mindful of recommendations and other people’s opinions. You might realize that you rely on the “authority of experts” even though you yourself are not sure of their competence. Or you might catch yourself thinking that you buy something just because it has five thousand positive reviews. It can be useful to think twice.
