{"id":40789,"date":"2021-06-28T14:01:00","date_gmt":"2021-06-28T18:01:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=40789"},"modified":"2021-07-01T13:20:19","modified_gmt":"2021-07-01T17:20:19","slug":"social-proof-theory","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/social-proof-theory\/","title":{"rendered":"Social Proof Theory: We’re All Lemmings"},"content":{"rendered":"\n

What is social proof<\/a> theory? How can you use social proof to your advantage? <\/p>\n\n\n\n

Social proof theory is the innate belief humans have that says: if others enjoy something then it must be good. This is why Amazon reviews are so helpful and why we’re more likely to save electricity if our neighbors are doing it too. Social proof can be dangerous but it can also be used for good.<\/p>\n\n\n\n

Here’s a background on social proof theory and how you can use it to make positive changes in yourself and others.<\/p>\n\n\n\n\n\n\n\n

What Is Social Proof Theory<\/strong><\/h2>\n\n\n\n

It seems reasonable that our families and close friends influence our behavior, but we should also consider how much complete strangers influence our choices. For example, do you ever look to see what movies are popular or what the bestselling books are? Do you look at customer reviews for products you\u2019re thinking about buying? <\/p>\n\n\n\n

Our brains trust the tribe of humanity\u2014we believe that what others enjoy must be good. The theory known as \u201csocial proof theory\u201d sounds a lot like what your mother used to say: \u201cWould you jump off a bridge just because your friends did?\u201d Indeed you might. Humans are wired to do what others around them do. <\/strong><\/p>\n\n\n\n

\u201cEveryone else is doing it\u201d is one of the strongest marketing messages<\/a> in the world (even though most of us believe it doesn\u2019t apply to us). We may brag about our independent thinking<\/a>, but the truth is that the human social instinct is overpowering\u2014and our brains are wired to find a way to fit in, which means doing what others do and liking what others like. <\/p>\n\n\n\n

The research: <\/strong>Poll takers went door to door asking people about their energy use, and handing out door hang-tags that encouraged energy-saving activities like turning off unnecessary lights. Each door tag included a motivational message like \u201cIt\u2019s good for the planet\u201d or \u201cSave money on energy bills\u201d or \u201cSave energy for future generations.\u201d But the message that had the biggest impact on people\u2019s behavior was founded in social proof: \u201c99 percent of people in your community turned off unnecessary lights to save energy.\u201d In other words, \u201ceveryone else is doing it\u201d was the most influential message.  <\/p>\n\n\n\n

Willpower Hack: Use Social Proof to Your Advantage<\/strong><\/h3>\n\n\n\n

It\u2019s tough to be under the influence of others, but this can also help us boost our self-control. If you imagine yourself being evaluated by others\u2014especially people you admire\u2014you may decide to make less impulsive choices. For example, if you know your eight-year-old wants you to quit smoking, imagine his disappointed face when he catches you sneaking a cigarette in the backyard. Or imagine how proud he\u2019ll feel when you reach your one-year no-smoking anniversary. <\/p>\n\n\n\n

The Normalizing Influence<\/strong><\/h3>\n\n\n\n

Most of us want to secure a spot in the tribes that matter most to us. Media statistics about American health are grim: The average adult consumes 100 pounds of sugar each year. Forty percent of Americans never exercise at all. Only 11 percent of Americans get vigorous exercise five times a week. If you\u2019re in the other 79 percent, you may find yourself thinking something along the lines of: \u201cIt\u2019s okay that I rarely exercise because that\u2019s normal\u2014I\u2019m in a very big club.\u201d These kinds of statistics may help you normalize or justify your behavior\u2014even if your behavior is contrary to your goals. <\/p>\n\n\n\n

Example: <\/strong>Many people overestimate the number of people who cheat on their tax returns, and this makes them more inclined to cheat on their taxes. But when they find out that the number of tax cheaters is actually very small, they are more likely to file an honest return. <\/p>\n\n\n\n

Religion\u2019s Influence<\/strong><\/h3>\n\n\n\n

Telling some people that God wants them to eat healthier is enough to get them swearing off corn dogs and cooking broccoli-kale casseroles. When devout Christians are asked to consider Bible passages that condemn certain behaviors or praise others (like \u201cDo not join those who drink too much wine or gorge themselves on meat\u201d) and apply them to their own behaviors, they\u2019re often motivated to change. People who consider themselves religious don\u2019t like seeing a disconnect between God\u2019s will and their actions. <\/p>\n\n\n\n

Self-Control Through Pride, Not Shame<\/strong><\/h3>\n\n\n\n

When we feel bad, our desire to make ourselves feel better right now<\/em> is overwhelming. Because of this, shaming ourselves for willpower failures isn\u2019t an effective way to increase our willpower. (It usually leads to worse failures.) But pride has the opposite effect of shame<\/a>. Feeling proud of yourself actually increases your heart rate variability<\/a>, a.k.a. your willpower reserve<\/strong>. <\/p>\n\n\n\n

To make pride work for us, we have to play into our need for social approval. We must believe that others are witnessing our \u201cgood\u201d behavior, or that we\u2019ll have a chance to tell others about the five miles we ran or the 200 pounds we bench-pressed. <\/p>\n\n\n\n

The research: <\/strong>People are much more likely to buy green, good-for-the-planet products in a brick-and-mortar store than when shopping privately online. We want the gratification of knowing other people saw us make our earth-friendly purchases. It helps us to feel good about ourselves. <\/p>\n\n\n\n

Support Your Tribe<\/strong><\/h3>\n\n\n\n

By now it should be clear that if you want help with your willpower challenge<\/a>, you should look around at your tribe\u2014what they do or don\u2019t do will affect your chances of success. It\u2019s also important to remember that you\u2019re involved in other people\u2019s willpower challenges\u2014and your behavior can help them or hurt them. <\/strong>Willpower failures are often impossible to hide\u2014think of bankruptcy, obesity, or addiction\u2014and they often have a stigma attached. Sometimes people with these problems are socially rejected, and that only further decreases their willpower. <\/p>\n\n\n\n

You\u2019ve probably heard the quote: \u201cIf shame worked, there would be no fat people.\u201d The best thing you can do for others who are struggling with willpower issues is offer your full support. <\/strong>Just checking in and encouraging each other can make a big difference in someone\u2019s life. <\/p>\n","protected":false},"excerpt":{"rendered":"

What is social proof theory? How can you use social proof to your advantage? Social proof theory is the innate belief humans have that says: if others enjoy something then it must be good. This is why Amazon reviews are so helpful and why we’re more likely to save electricity if our neighbors are doing it too. Social proof can be dangerous but it can also be used for good. Here’s a background on social proof theory and how you can use it to make positive changes in yourself and others.<\/p>\n","protected":false},"author":8,"featured_media":40792,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7,43,24],"tags":[405],"class_list":["post-40789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle","category-self-improvement","category-society","tag-the-willpower-instinct","","tg-column-two"],"yoast_head":"\nSocial Proof Theory: We're All Lemmings - Shortform Books<\/title>\n<meta name=\"description\" content=\"Social proof theory is a belief humans have that if others enjoy something then it must be good. 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