Social ProofOpen Access

Social Proof

We copy the behaviors of others, especially in unfamiliar situations

‘Correct’ decisions or behaviors are dictated by the actions of others, particularly those we’re similar to or aspire to become.

Bandura & Menlove (1968). Factors determining vicarious extinction through symbolic modeling. Journal of Personality and Social Psychology.

The study

Setup

Setup

32 dog-phobic children were split into 3 groups and shown 8 videos of either one child playing with a dog,  many children with different dogs or no dogs, and then asked to interact with a dog themselves.

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Results

Results

Those who watched another child play with a dog performed far better. Those who watched many children also kept this up a month later.

Study graph
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Bandura & Menlove (1968). Factors determining vicarious extinction through symbolic modeling. Journal of Personality and Social Psychology.

Key Takeaways

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Provide mental shortcuts through the judgements of others; the more people, the more persuasive.  First-time consumers of your product will benefit the most from this approach. 

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Persuade with similarity. We're most influenced by those who we deem similar to ourselves. Communicate characteristics relevant to that segment, such as proximity, gender / age, profession or social class to successfully direct behavior. 

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Use role-models. Understand the emotional drivers of your audience and seek out positive, aspirational individuals to direct specific consumer decisions and reinforce behaviors.

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Coglode Live

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Social Proof

Social Proof

We copy the behaviors of others, especially in unfamiliar situations

‘Correct’ decisions or behaviors are dictated by the actions of others, particularly those we’re similar to or aspire to become.

The study

Setup

32 dog-phobic children were split into 3 groups and shown 8 videos of either one child playing with a dog,  many children with different dogs or no dogs, and then asked to interact with a dog themselves.

Results

Those who watched another child play with a dog performed far better. Those who watched many children also kept this up a month later.

study graph
np_read_2490885_000000

In detail

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Open access, foundational Nuggets

Scarcity

Scarcity

We value things more when they’re in limited supply

Social Proof

Social Proof

We copy the behaviors of others, especially in unfamiliar situations

Prospect Theory

Prospect Theory

A loss hurts more than an equal gain feels good

Reciprocity

Reciprocity

We’re hardwired to return kindness received

Framing

Framing

We make very different decisions based on how a fact is presented

Loss Aversion

Loss Aversion

We feel more negative when losing something than positive when we gain it

Default Effect

Default Effect

We tend to accept the option pre-chosen for us

Anchoring

Anchoring

What we see first affects our judgement of everything thereafter

Fast & Slow Thinking

Fast & Slow Thinking

We make knee-jerk spontaneous decisions that can cause regretful damage

Dynamic Norms

Dynamic Norms

We’re more likely to change if we can see a new behavior developing

Salience

Salience

Our choices are determined by the information we're shown

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A loss hurts more than an equal gain feels good

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