Social Proof – doing what others do

When we are unsure of something we are programmed to do as others do – it’s called social proof (and it’s one of Robert Cialdini’s weapon’s of social influence). In uncertain times maybe brands and marketeers need to build social proof more strongly into their messaging?

One great example: ASDA’s Chosen by You – customers can feel more confident in a product that they know lots of other customers have also approved – social proof in action.

In research there’s value in probing on – “How do you see other people responding to this?” To help explore social proof.