Whether it’s choosing a bustling high-street store over a quieter competitor or scrolling through Instagram to get the latest fashion inspiration, consumers prefer to be guided by the wisdom of the crowd when making a purchase.
This is down to the psychological phenomenon known as social proof. When faced with a decision, we tend to follow others in order to make the best choice.
But social proof isn’t just a psychological tactic to influence consumers. New research shows that consumers view social proof content as a key part of the decision process.