The psychological phenomenon where people look to the behavior of others to determine appropriate actions for themselves, especially in uncertain situations. When unsure how to behave, individuals assume that surrounding people possess more knowledge about the situation.
Formalized by Robert Cialdini in the 1980s as one of the key principles of influence, though the concept builds on earlier research about social influence and conformity. The term directly describes how others' behavior serves as 'proof' of what's socially appropriate.
Social proof turns other people into your behavioral GPS - when you're lost about what to do, you just follow the crowd! This is why laugh tracks work on TV shows, why long restaurant lines attract more customers, and why 'most popular' labels boost sales.
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