Social Proof
DEFINITION
*Social proof*, a term coined by Robert Cialdini in his 1984 book Influence, is also known as *informational social influence*. It describes a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behavior in a given situation.
Social proof is considered prominent in ambiguous social situations where people are unable to determine the appropriate mode of behavior, and is driven by the assumption that the surrounding people possess more knowledge about the current situation.
Social Proof can take on a life of its own. Fads often form when one person takes an action, others perceive it as a Social Signal Signalling Theory, then act the same way, creating a social feedback loop.