One of the things mothers are wrong about is the effect others have on behavior. Everyone has ever heard her mother ask her what she would do if Fulanito did anything. The ‘and if Fulanito throws himself from a window’ surely appeared in more than one conversation in which they tried to explain why they wanted something, why they wanted to leave until that time or why a product was vital for happiness. And at that moment the maternal argument ended any discussion, although the truth is that then I was wrong: if Fulanito does something, possibly others want to do it too.

The phenomenon is one of those that have been analyzed and studied by experts in neuroscience and is one of those that drives marketing strategies. Neuromarketing uses this idea over and over again. The phenomenon is called social proof, or social proof, and it works as a guarantee that what is consumed is what should be consumed. It is what has caused certain behaviors to be maintained over the centuries, certain guidelines to be followed or certain purchasing habits to be maintained. Whether others do it will be the right thing, the good thing or the right thing is what sustains these habits and routines. In the contemporary market, establishing social proof is even easier than it was in the past and this is a resource that works even better than it did then.

The concept of social proof became especially popular a few years ago, when Robert Cialdini described in a book the influence that others have on one’s own decisions, as explained in a Marketo  Benin WhatsApp Number List whitepaper on the impact that psychology has on purchasing decisions. . Cialdini explains that people tend to find the most appropriate things when others do. That is, if other people are doing the same thing that one should or want to do, they will be more inclined to do the same.

The towel phenomenon ,Cialdini proved this with an experiment associated with towels in bathrooms. His experiment started from the same premise: he invited hotel bathroom users to reuse towels. He added two messages to the invitation. One asked to be respectful of the environment and the other added that 75% of the guests had reused their towels in the previous months. The conclusion of his experiment was clear: those who had received the message with data about what others were doing were 25% more likely to reuse the towels.

The effect not only works on items like these, but it also changes consumption patterns. Consumers buy more or less according to what others do. Bestseller lists have functioned over the years as an element that pushes readers to read one book and not another. After all, they think, if everyone is reading it, it will be for something. Seeing the shoes or shirt that other consumers bought in an online fashion store, for another example, helps to decide what to buy. And the queues to eat in a restaurant or to enter a nightclub are just an application of this same principle. If everyone is waiting it will be because it is really good and deserves the interest of consumers, decipher what the consumer’s brain sees.

To include it, they even include the media, which make social proof one of the elements that enhances the consumption of content and that boosts its traffic. Readers look at the news that is most successful on social media, the most read or the one with the most comments, because the vision and activities of others serve to demonstrate that these are the topics that cannot be lost sight of.

Social proof is therefore a decisive and determining element, which can help brands to position their products and reach consumers.

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