Cialdini Chapter 4-Social Proof

By kohalloran | Published February 19, 2014

The Issue-Robert Cialdini introduces the principle of social proof, which says that people are influenced socially when deciding how they should behave. People strive to exhibit “correct” behavior in social situations by evaluating the behavior of others.

Major Strength-The strength of this particular chapter is Cialdini’s use of numerous real world examples to illustrate the affects of social proof. The examples that are featured are not only relevant…in most cases they are shocking. Instead of generically defining terms like the ‘bystander effect’ or ‘pluralistic ignorance’ Cialdini uses examples like that Genovese incident that really paint a picture of the frightening power of these terms. Cialdini does a great job of providing these relevant examples while showing the logic and reasoning behind the outcome of each case and that’s what makes his claims so believable.

Major Weakness- Cialdini presents research to support his assestions about social proof but how would a police officer or EMT worker react in one of these social situations?  How would a stroke victim react if they saw the girl experiencing familiar symptoms near the tree? Cialdini fails to address those who challenge his claims. He does not take into account how authority figures or those with prior experience or knowledge would react to a similar situation.

Underlying Assumption-In social situations people rely on the concept of “safety in numbers”. People are most susceptible to the principle of social proof when they are uncertain or when they witness the behavior of someone similar to them.

Provocative Questions- How would someone with prior experience or knowledge jumping into help a victim affect the principle of social proof? There were some examples in the reading of citizens who were educated about social proof (the women in Wroclaw, Poland who saw the man fall in the ditch) who made informed decisions about how to behave based on the knowledge they gained after reading this book. How will people like her who are actively fighting the principle of social proof effect it’s its function in our society? Will the men who helped her or even the victim be inclined to follow her lead in future encounters and do the right thing even if it means breaking away from the pack?

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