The Use of Social Proof for Profit

We have become so accustomed to taking the humorous reactions of others as evidence of what deserves laughter, that we too can be made to respond to the sound. Bartenders often salt their tip jars with a few dollar bills at the beginning of the evening to simulate tips left by prior customers. Church ushers sometimes salt collection baskets for the same reason, and with the same positiv effect on proceeds. Evangelical preachers are known to seed their audience with ringers who are rehearsed to come forward at a specified time to give witness and donations. The producers of charity telethones devote inordinate amounts of time to the incessant listing of viewers who have already pledged contributions. Salesmen are taught