The Principle of Social Proof Is Working for Us

The principle of social proof operates most powerfully when we are observing the behaviour of people just like us. We are more inclined to follow the lead of a similar individual than a dissimilar one. More compelling evidence for the importance of similarity in determining whether we will imitate another's behavior comes from scientific research. Advertisers now know that one successful way to sell a product to ordinary viewers, is to demonstrate that other ordinary people like and use it.