The rule of social proof "Everyone is doing it. I'll do it, too."(How to Trigger the "Yes" Response, part 3)

All of us look to others to help us decide how to act, to guide our behavior, to determine whether something is right or wrong. The more people doing it, the more correct it seems

I am not a big sports fan.

However, my wife decided to invite her family over for Thanksgiving, totaling

So, around day three, after one of the babies peed on our new sofa, the refrigerator broke down, and every square inch of our house was covered with food, diapers, and suitcases, I suddenly became interested in getting out of the house to see a hockey game.

Go figure.

Along with another family member who needed to escape for a few hours, I drove down to see the local minor league hockey team, the Chill, play a regional rival, the Louisville River Frogs.

The first two periods saw our team down by three points. Then, in the third period, in a burst of explosive energy, our boys started fighting their way back.

The crowd began screaming, clapping their hands, stomping their feet and taunting the opposing team's goalie. Thousands of people were suddenly functioning as one. And oddly enough, though I am generally not given to such displays, I found myself screaming and clapping and stomping right along with everyone else.

The Rule Of Social Proof

Why did I begin acting that way when it is very clearly not in my nature to do so? Simple. Because everyone else was doing it. So many others were doing it, in fact, and doing it so loudly, I found it impossible to just sit there.

And that is the Rule Of Social Proof in a nutshell.

All of us look to others to help us decide how to act, to guide our behavior, to determine whether something is right or wrong. The more people doing it, the more correct it seems.

We do it on the highway. We merge right when we see cars ahead of us merging right.

We do it at the office. We use the same inane jargon and laugh at the same lame jokes.

We do it at parties. We dress like everyone else and have a drink in hand if others do.

We are all driven in so many ways to conform. But, as with all the principles of influence, this is not a bad thing...because as a smart marketer, you can use this knowledge to your advantage.

After all, why do you think bartenders salt their tip jar? Telethon hosts read the names of those who call in a pledge? Bar owners keep people waiting in long lines outside?