How to Influence and Persuade

Social proof can be used to encourage actions like towery use at a hotel or beer sales at a pub. But it can also back fire if used in the wrong way. Take a look around and you'll probably start to see dozens of examples of negative social proof being used incorrectly all over the place. These communications fail because they stress that unwonted behavior is actually commonplace, making you feel comfortable and compliant with their behaviors.