Laws & Patterns

Cognitive Bias

Social Proof

Users often rely on the decisions and behaviors of others to inform their own actions.

Definition

Social Proof is a psychological and social phenomenon where individuals observe the actions of others and then make decisions based on these observations. It's based on the assumption that surrounding people possess more knowledge about the situation.

Do

Show user testimonials, reviews, or endorsements
Highlight the number of users who have chosen a particular option or product
Show social media shares or likes to reinforce popularity

Avoid

Fabricate or manipulate social proof indicators
Overwhelm users with too many social proof elements
Rely solely on social proof as your product's value proposition

When to apply

When users are unsure about a decision
When users are in a new or unfamiliar environment
When there's a large number of users or community involved

Related topics

social-proof decision-making user-behavior psychology credibility

Similar principles

Authority Bias

Users tend to trust and follow advice from perceived experts more than others.

Commitment and Consistency Principle

Users prefer to stay consistent with their previous actions and commitments.

Principle of Reciprocity

Users are more likely to return favors and respond positively to gifts or helpful gestures.

Have this and 100+ more in your pocket.

Download on the App Store

Next principleSpacing Effect