Using the Principle of Social Proof in Advertising Campaigns

The laxity with which they construct phony social evidence gives us a way to fight back. Because automatic pilots can be engaged and disengaged at will. We can cruise along trusting in the course, steered by the principle of social proof until we recognize that a piece of inaccurate data is being used. The transparency of the rigged social proof we get these days provides us with exactly the cue for knowing when to perform this simple manoeuvre.