Social Proof

Social proof is the idea that humans want to follow the actions of others. The original study on social proof was conducted by robert cilladini in an arizona hotel room. Upon seeing this message, forty four per cent of guests re used their towels. There is solid evidence that it works. David halpern and the behavior insight team added a social proof line to h m r c tax collect letter. It increased action by 15%. But there's also heaps of anecdotal evidence as well. My favorite comes from dave trott's book, power of ignorance.