How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 142

3. Social Proof
One means used to determine what is correct is to find out what others
believe is correct. People often view a behaviour as more correct in a
given situation--to the degree that we see others performing it.
This principle of Social Proof can be used to stimulate a person's
compliance with a request by informing him or her that many other
individuals, perhaps some that are role models, are or have observed this
behaviour. This tool of influence provides a shortcut for determining how
to behave. But at the same time it can make those involved with using this
social shortcut--vulnerable to the manipulations of others who seek to
exploit such influence through such things as seminars, group introduction
dinners, retreats etc. Group members may then provide the models for the
behaviour that each group plans to produce in its potential new members.
Social proof is most influential under two conditions:
1. Uncertainty--when people are unsure and the situation is
ambiguous they are more likely to observe the behavior of others
and to accept that behavior as correct
2. Similarity--people are more inclined to follow the lead of others
who are similar.
Some recommendations on how to reduce susceptibility to contrived
social proofs would include a greater sensitivity to clearly counterfeit
evidence. That is--what others are doing and their behaviour should not
form a sole basis for decision-making.

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