Name: social proof in everyday choices
Uploaded: 2020-02-12T11:07:44.000Z
Duration: 52 s
Channel: JoVE

当人们看到他人在做某件事时，自己也更有可能采取同样的行为。例如，如果当地一家甜甜圈店门前排起了长队，即使个人并不喜欢排长队，也会产生加入队伍的冲动。

这一原则被称为社会认同——一种人们通过模仿他人行为来参与某种特定行为的现象。

在这种情况下，此人更容易受到社会认同的影响，因为他并不完全清楚为什么会有排队，但他能与这个群体产生共鸣——他们都是熟悉情况的学生，厌倦了为期末考试而学习。如果他们都在等待，那这样做一定是正确的。

这种信息性社会影响源于社会性的比较与从众力量。结果，这家甜甜圈店吸引了更多的顾客！

莱文，RV（2019 年）。说服:太容易被骗了。在R. Biswas-Diener和E. Diener（编辑）中， 诺巴教科书系列:心理学。 伊利诺伊州香槟:DEF 出版商。DOI:<a href="https://www.nobaproject.com/">nobaproject.com</a>

富勒，R. G. C. & Sheehy-Skeffington， A. （1974）。群体笑声对幽默材料反应的影响，一种复制和延伸。心理报告， 35， 531 – 534。

特里安迪斯，H.（1988 年）。集体主义与个人主义:跨文化社会心理学中基本概念的重新概念化。取自 https://link.springer.com/chapter/10.1007/978-1-349-08120-2_3

Cialdini， R.B.， Wosinska， W.， Barrett， D.W.， Butner， J.， & Gornik-Durose， M. （1999）。在两种文化中遵守要求:社会认同和承诺/一致性对集体主义者和个人主义者的不同影响。人格与社会心理学公报，25,1242。

社会认同

Social Proof

社会认同是一种基于比较和从众心理的说服形式。人们会将自己的行为和举动与他人的行为进行比较，并改变自身行为以顺应同伴的做法。

社会认同的一个典型例子来自电视节目中的笑声音轨。Fullery 和 Skeffington（1974）发现，在节目内容中加入群体笑声会增强观众对该内容幽默程度的感知，无论内容本身是否真的有趣。在电视场景中加入笑声音轨时，他人感知到的笑声便成为一种触发因素，促使观众也认为该场景有趣。

一种外周说服形式

当一群人共同进行某种行为时——例如在一家甜甜圈店外排起长队——这可能会促使个体改变自身行为以与他人保持一致——例如即使原本有其他事情要做，也会跟随其他人一起排队。

为什么这会起作用？外围说服利用了人们下意识的想法：“其他人都在这么做；他们一定掌握了某些信息，所以我最好也这样做。”

这类反应类似于固定动作模式——即每当个体受到刺激时，都会以完全相同的方式发生的系列行为。例如，当婴儿哭泣时，母亲会受到触发，并本能地安抚婴儿，直到婴儿停止哭泣。如果有人指向天空，旁边的人会本能地抬头查看天空中有什么。

当我们遇到触发这些自动反应的情境时，这些情况可能会有效改变我们的思维和行为。例如，当产品广告使用可爱的动物时，广告会无意识地引发一种愉悦感，这种感觉虽然与产品本身无直接关联，但仍会促使个体购买该产品。

一方面，以无意识的行为对这些刺激做出反应，可能是一种快速决策的有效捷径，尤其是在我们每天面临大量信息的情况下。但另一方面，这种反应方式会使个体容易受到心理操纵，从而被说服去实施日后可能后悔的行为（Levine, 2019）。

社会认同的维度

与社会认同强调顺从他人不同，边缘说服策略中的承诺与一致性强调顺从自我以及个体自身过去的决定。当我们面临一个与过去已做选择相似的决策时，这种情境会激发人们希望被视为前后一致的心理，从而促使我们再次以相同的方式行动。

但是，是什么因素使得某些人更容易受到社会认同说服或承诺/一致性说服的影响呢？一种可能的解释是文化背景。某些文化更具个人主义倾向——强调优先满足自身需求，以自我为中心；而另一些文化则更具集体主义倾向——强调优先满足他人需求，以群体为中心（Triandis, 1988）。因此，可以推测，在集体主义文化中，社会认同和顺应群体行为可能比承诺/一致性策略更具说服力。

为了验证该假设是否正确，Cialdini et al.（1999）对主要来自个人主义文化（美国）和集体主义文化（波兰）的学生开展了一项研究。实验人员希望了解学生完成一份无报酬问卷调查的可能性，并对其中一半学生进行启动，使其考虑同龄人的顺从程度，而对另一半学生则启动其考虑自身以往的顺从行为。结果发现，了解同龄人的顺从程度对波兰学生更具影响力，而了解自己以往决策中的顺从行为则对美国学生具有相对更强的说服力。

不仅仅是文化

当研究人员进一步根据每个学生个体化或集体化的倾向（无论其国籍如何）来分析数据时，这种个性化的取向能够预测社会认同或一致性/顺从哪种更具说服力。因此，尽管文化是一个有影响力的变量，但个体自身对个体主义或集体主义行为的倾向，也在其是否容易受到社会认同或承诺/一致性影响方面起着重要作用。

社会认同是一种基于比较与从众心理的说服形式。人们将自己的行为与他人的行为进行比较，并据此调整自身行动……

Education

教育

JoVE Core

Social Psychology

社会心理学

Foundations of Social Psychology

社会心理学基础

Attitudes and Persuasion

态度与说服

KEY TERMS AND CONCEPTS

关键术语与概念

social proof in everyday choices

Social proof is a persuasion tactic that shapes everyday choices through comparison and conformity. People often look at what others are doing and adjust their own actions to match the group. This response can happen quickly, especially when a behavior seems popular or widely accepted.

A clear example comes from television laugh tracks. Fullery and Skeffington (1974) found that adding group laughter to material made people rate it as funnier, even when the content was not actually funny. In this case, the sound of other people laughing acted as the trigger. It persuaded viewers to laugh along or at least judge the scene more positively.

Social proof is a form of peripheral persuasion. That means it works by using a simple cue instead of careful analysis. For example, if people see a long line outside a donut shop, they may join the line because others are already waiting. The thought is often, “Everyone else is doing it, so it must be a good idea.”

This kind of response is similar to fixed action patterns, which are behavior sequences that happen the same way when they are triggered. A baby cry can trigger a mother to soothe the baby until it stops crying. A person who sees someone point at the sky may reflexively look up. In the same way, some ads can trigger automatic feelings, such as joy from cute animals, even when that feeling is not directly related to the product.

These shortcuts can help people make decisions in a world full of information. They can also leave people open to psychological manipulation. That means social proof can push someone to do something they might later regret. It is useful, but it is not always wise.

Social proof is often discussed alongside commitment and consistency, another peripheral persuasion tactic. Commitment and consistency works in the opposite direction because it pushes people to match their own past choices instead of the choices of others. When a new decision feels similar to an old one, people may want to seem consistent and act the same way again.

Culture can affect which tactic is stronger. Individualistic cultures focus more on the self, while collectivistic cultures focus more on the group. Cialdini and colleagues (1999) tested this idea with students from the United States, a more individualistic culture, and Poland, a more collectivistic culture. They asked how likely students were to complete an unpaid survey and reminded some students of how compliant their peers were, while others were reminded of their own past compliance. Peer behavior was more persuasive for Polish students, while past personal behavior was relatively more persuasive for American students.

The pattern was not only about nationality. When the researchers looked at each student’s personal tendency toward individualistic or collectivistic behavior, that orientation also predicted which persuasion tactic worked better. So social proof and commitment consistency depend on both culture and personal mindset.

Social Proof in Everyday Choices

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Central and Peripheral Persuasion Paths

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social proof

Social proof is a persuasion tactic that shapes everyday choices through comparison and conformity. People often look at what others are doing and adjust their own actions to match the group. This response can happen quickly, especially when a behavior seems popular or widely accepted. A clear example comes from television laugh tracks. Fullery and Skeffington (1974) found that adding group laughter to material made people rate it as funnier, even when the content was not actually funny. In...

key terms and concepts

Explore how social proof influences choices through conformity, laugh tracks, peer behavior, and cultural differences in persuasion for grades 9–12.

Social Proof in Everyday Choices | JoVE K12

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Social Proof in Everyday Choices

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