Similarity and Social Proof

We are more likely to be influenced by people who are similar to us. This is because we are more likely to assume that people who are similar to us share our same interests and values.

This is why testimonials from "ordinary people" are so effective. We are more likely to be persuaded by someone who we perceive as being just like us. This is also why marketers often use "man on the street" interviews in their commercials.

The power of similarity is so strong that it can even lead to tragic consequences. For example, after a highly publicized suicide, there is often a spike in the number of suicides. This is because people who are similar to the person who committed suicide are more likely to see suicide as a viable option for themselves. This is known as the "Werther effect."