Decision Making - Just Decide Already!

I used to be indecisive. Now I am not sure.

As a consumer and a marketer, it helps to understand what influences people to make decisions.

In his book, "Influence: Science and Practice," Dr. Robert Cialdini discusses a number of "weapons of influence." Among them is SOCIAL PROOF.

The Principle of Social Proof tells us that we determine what is correct by finding out what other people think is correct. Dr. Cialdini states that "we view a behavior as correct in a given situation to the degree that we see others performing it."

You can see social proof used in advertising as seen in this ad for U.S. Savings Bonds.

Advertisers use phrases like "fastest growing" or "most ever" or "largest selling" to show other people are accepting of a particular product. There is no discussion as to whether the product is good or not.

Even the use of social media buttons with count totals on our websites reflects the use of social proof to influence our readers!

Social proof is effective is situations when there is no clear evidence to convince a person as to the correct decision. This leads to if everyone else is doing it, it must be okay.

How does this impact your promotional efforts?

When creating ad copy, avoid using hyperbole or spammy words or phrases. This gives a reader or potential customer a reason to pause and think of the "evidence" you are presenting. Being ambiguous will cause readers to look for social cues and to others for help making decisions.

Food for thought.

Glen