The Principle of Social Proof

The principle of social proof states that we determine what is correct by finding out what other people think is correct. We view a behavior as more correct in a given situation to the degree that we see others performing it.

This tendency to see an action as more appropriate when others are doing it is a well-documented phenomenon. It is a mental shortcut that allows us to make decisions quickly and efficiently. In most cases, it serves us well. If a lot of people are doing something, it is usually the right thing to do.

However, this tendency can also be exploited. For example, the use of canned laughter on television shows is a classic example of social proof in action. Even though we know the laughter is fake, it still influences us to laugh more and to rate the material as funnier. This is because the canned laughter provides us with social proof that the material is funny.

The principle of social proof is most powerful when we are uncertain about what to do. In ambiguous situations, we are more likely to look to others for cues on how to behave.