How To Guard Yourself From, And Leverage The Astounding Power Of Social Proof
We humans like to think that we are logical, highly evolved
, intelligent creatures that put a little bit of thought into our actions. That we don't act rashly when it's time to make an important, perhaps life changing decision. The truth is however, that we are still much more highly responsive to basic instincts and external sources of influence than we'd like to admit.
What is likely the strongest outside motivating factor is that of "Social Proof." Social proof is to blame for market crashes, fashion trends, horrible activities by whole countries, and also pet rocks. The excellent news is that you could both leverage social proof to your gain, and avoid giving in to it.
How to find the explanations social proof is so brawny? Visualize living fifty or a hundred thousand years ago. Your survival was a daily battle between you and the elements. There wasn't much of your guarantee of anything. The only real hope we had was to stick together in our tribe. When our tribe decided to maneuver, we moved right along with it.
If you were the kind of person who continually argued with what everybody else was doing, you wouldn't have survived very long. And you wouldn't have, therefore, passed on many of these genes that made it possible to ignore what everybody else was doing. Since evolution is a very slow process, our minds are still programmed with that "follow the crowd" mentality with regards to many things.
If you've ever been strolling down the street and saw a large crowd gathered, it was likely very hard to keep from feeling the desire to investigate and discover what they were gawking at. If you ever passed by a man on the road corner looking up in the sky, you'd probably wonder what was wrong with him. But in the event you passed by a group on the road corner staring up, you'd likely wonder what as up up in the sky.
How will you leverage this? Simple. Utilize any means required to present your message or your communication as if you have the masses on your side. As if the masses have already decided that your idea, whatever it is, is already a foregone conclusion. There's a reason McDonalds has those signs that say "Over twenty seven trillion sold," or whatever the exact figures are.
How will you avoid being sucked into a fashionable or unsafe idea by a crowd? Ask yourself if you'd still be doing what you were considering doing if nobody else were doing it. Would you be standing there doing the Macarena if nobody else was? Probably not. This will take some fortitude, as it can be strategically hard to resist the desire of the crowd, as numerous social experiments have confirmed. It could take time to develop some resistance, but it's worth it in the long run.
by: Albert J. Swizer
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How To Guard Yourself From, And Leverage The Astounding Power Of Social Proof Anaheim