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

Les gens sont plus susceptibles de faire quelque chose lorsqu’ils voient d’autres personnes faire la même chose. Par exemple, s’il y a une longue file d’attente au magasin de beignets local, une personne se sent convaincue de rejoindre la file, même si elle ne se soucie pas vraiment des longues files d’attente.   

Ce principe est connu sous le nom de preuve sociale, un phénomène dans lequel les gens copient les actions des autres pour prendre part à un comportement particulier.

Dans ce cas, la personne était plus sensible à la preuve sociale parce qu’elle n’était pas tout à fait sûre de la raison pour laquelle il y avait une limite, mais elle pouvait s’identifier au groupe – ils étaient tous des étudiants bien informés, fatigués d’étudier pour les examens finaux. S’ils pouvaient tous attendre, ce doit être la bonne chose à faire.

Cette forme d’influence sociale informationnelle découle des forces sociales de comparaison et de conformité. En conséquence, la boutique de beignets gagne encore plus de clients !

Levine, R. V. (2019). La persuasion : si facilement dupe. Dans R. Biswas-Diener & E. Diener (Eds), série de manuels Noba : Psychologie. Champaign, IL : Éditeurs DEF. DOI :<a href="https://www.nobaproject.com/">nobaproject.com</a>

Fuller, R. G. C. et Sheehy-Skeffington, A. (1974). Effets du rire de groupe sur les réponses à du matériel humoristique, une réplication et une extension. Rapports psychologiques, 35, 531 – 534.

Triandis, H. (1988). Collectivisme v. individualisme : une reconceptualisation d’un concept de base en psychologie sociale interculturelle. Tiré de https://link.springer.com/chapter/10.1007/978-1-349-08120-2_3

Cialdini, R.B., Wosinska, W., Barrett, D.W., Butner, J., et Gornik-Durose, M. (1999). La satisfaction d’une demande dans deux cultures : l’influence différentielle de la preuve sociale et de l’engagement/cohérence sur les collectivistes et les individualistes. Bulletin de la personnalité et de la psychologie sociale, 25, 1242.

preuve sociale

Social Proof

Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will change to conform to do what their peers do.

A good example of social proof is from laugh tracks on television shows. Fullery &amp; Skeffington (1974) found that adding group laughter sounds to material increased how humorous the participants perceived that material, regardless of whether the content itself was funny or not. By adding a laugh track to a scene on television, the perceived laughter of others serves as the trigger and persuades the viewer to also find the scene funny.

A Form of Peripheral Persuasion

When a group of people are collectively engaging in a behavior&mdash;like waiting in a long line at a donut shop&mdash;this can trigger an individual to change their own behavior to match the others&mdash;like joining everyone else in line even if they had other things they wanted to do.

Why does this work? Peripheral persuasion taps into the reflexive thought, &ldquo;Everyone else is doing it; they must be on to something, so I better do the same.&rdquo;

Such reactions are similar to fixed action patterns&mdash;sequences of behaviors that occur exactly the same way every time an individual is triggered. For instance, when a baby cries, a mother is triggered and reflexively soothes the baby until the baby stops crying. If someone points up at the sky, the person next to them reflexively looks up to see what is there.

When we encounter circumstances that trigger these auto-pilot reactions, such situations can be persuasive in changing our thoughts and behaviors. For example, when a product is advertised with cute animals, the ad can reflexively provoke a feeling of joy that is not directly relevant to the product but still persuades the individual to buy it.

On the one hand, responding to these triggers with mindless actions can be an effective shortcut to make decisions quickly, especially considering the overwhelming amount of information that we are faced with every day. But, on the other hand, this path leaves individuals susceptible to psychological manipulation, persuading them to commit actions they could later regret (Levine, 2019).

Dimensions of Social Proof

Contrary to social proof and its emphasis on conforming to others, the peripheral persuasion tactic of commitment and consistency emphasizes conforming to the self and one&rsquo;s own past decisions. When we are faced with a decision that is similar to a choice we have already made in the past, this situation triggers a desire to be perceived as consistent and persuades us to commit to behaving the same way again.

But, what makes someone more vulnerable to social proof persuasion or to commitment/consistency persuasion? One possible explanation is cultural context. Some cultures are more individualistic&mdash;focused on serving needs of self before others and self-oriented&mdash;whereas others are more collectivistic&mdash;focused on serving needs of others before self and group-oriented (Triandis, 1988). So, you might expect that for a collectivistic culture, social proof and conforming to the group may be more persuasive than a commitment/consistency tactic.

To test whether this hypothesis was correct, Cialdini et al. (1999) conducted a study with students from a predominantly individualistic culture (the United States) and from a predominantly collectivistic culture (Poland). The experimenters wanted to know how likely the students were to complete an unpaid survey, and they primed half the students to take into account how compliant their peers were and the other half to take into how account how compliant the students themselves had previously been. Knowing how compliant their peers were was more influential for the Polish students, whereas knowing how compliant they would be to previous decisions was relatively more persuasive for the American students.

Not Simply Cultural

When the researchers further analyzed the data based on how individualistic or collectivistic each student was, regardless of their nationality, this personalized orientation predicted whether social proof or consistency/compliance was more persuasive. So, while culture is influential variable, someone&rsquo;s own personal orientation to individualistic or collectivistic behavior is also important in whether they are persuaded by social proof or commitment/consistency.

Preuve sociale

La preuve sociale est une forme de persuasion basée sur la comparaison et la conformité. Les gens comparent leur comportement et leurs actions à ce que les autres font et vont...

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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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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...

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Social Proof in Everyday Choices

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