Throughout the entire period of our lives we are constantly exposed to various influences whether they are our family members, friends, neighbours or even celebrities. These people can affect our tastes, views and, therefore, choices. So, before deciding on a particular purchase, we tend to address them to get an advice as we think of them as reliable sources of information. This happens because of a concept known as Social Proof.
Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.
“Man is a social being; it’s not surprising we love social proofs, it sells brands fast” ― Bernard Kelvin Clive
This is exactly the reason why we ask for recommendation and read many reviews before purchasing a particular product. Social Proof convinces us that a product has been tested by real people, so that we can also obtain it without fear of postpurchase disappointment. In a consumer studyconducted by the folks at BrightLocal, they found that 88% of consumers read online customer reviews to determine if a local business is good.
Due to this, companies can add reviews graph, social proof popups and other convincing tools to provide a particucar assurance to the viewers, thus, making them feel themselves more confident when making a decision on a purchase.