The Trap of Social Proof
How big companies make us unconsciously follow the Herd
I was at the supermarket waiting in the queue to make the payment for the purchases I had made. I noticed more than six or seven customers were holding a particular brand of washing machine powder in their hands, and the guy in front of me also had one.
Then I asked him why they all have the same washing machine power at once since it is weird. Then he pointed his finger to a corner of the supermarket. There were many people around some display shelves, and near that, it was a big banner saying “Most Popular washing machine powder in the country,” and an exclusive offer price was also tagged.
I did not know much about this specific brand of washing machine powder, nor wanted any. So I bought my usual product three days back. But suddenly, some thought came to my mind; “If everyone is buying with this much keenness, it must be a good product.”
So I rushed there as the outcome would end soon. I was thrilled in the queue again, carrying two boxes of that washing machine powder. It was an intoxicating feeling I was experiencing. However, I understood it was a shitty product once I came home and tried it.
At least once in your lifetime, you must have fallen into this trap called the “Social Proof effect,” or some can say the “Herd Mentality” phenomenon. It is the psychological phenomenon of individuals feeling more effortless and more assured in their decision once they see people have also made them.
People will do more of something if they see that many others are already doing it. So, for instance, if there are long lines outside of a restaurant, customers will think that the food must be reasonable and delicious too (even though they’ll not like waiting).
Social Proof is considered the foremost powerful technique in marketing. Companies use social Proof in persuasive advertisements and marketing campaigns to influence consumers to get products they could not have viewed.
Social Proof is the leading cause behind stock market bubbles, fashion, hobbies, and political movements, even behind collective suicides. Companies can use social Proof by creating an environment where they know that buyers will feel comfortable and safe, leading them to spend extra money on the merchandise advertised.
Unfortunately, people aren’t always consistent in their spending decisions. Like what happened to me, we frequently shop for things when people buy them.
People are more likely to trust a corporation or an individual with Social Proof. Banks are leveraging this idea to customers with their great offers. Banks use Social Proof to point out that their clients are proud of their services, which helps them build trust with new potential customers. Social Proof in banking refers to consumers turning to other customers for advice on where to take position on their money or which bank is best.
Social media are often a vital tool for both marketing and customer acquisition. It enables banks to interact with their target audiences in a direct, personalized way that conventional marketing cannot offer.
This weakness of ours creates many advantages and benefits for the advertising industry. First, when the situation is unclear, social Proof gives buyers confidence that their purchase wasn’t made vainly and can help them make smarter decisions while creating the “you and me” mentality.
So the next time where you see a herd of people gathering around the most popular product and buying it like crazy, be skeptical, be wise, and don’t follow the herd.
