Social proof is one of the most powerful weapons of influence that Cialdini talks about in his book Influence: Science and Practice. This technique so powerful that everyone uses social proof, often without even realizing it. The idea behind social proof is that in ambiguous situations (especially social ones), we tend to look to others to determine what behavior is appropriate. By looking to someone else for guidance, we are essentially allowing their behaviors to influence ours. While … [Read more...]