Cialdini: Social Proof

By swaller | Published February 19, 2014

The Issue: Cialdini discusses social proof, the pressures and influences that effect indivudals within a society. Cialdini relates social proof to almost our sense of belonging and how we

Major Strengths: The use of multiple examples of social proof and in slightly different scenarios are not only fascinating but a major strength to unfolding this critical theory. Although I might not completely agree with the suicide and crash fatalities example on a whole, Cialdini did an excellent job of presenting the “Werther effect” at the right time. This theory is far fetched, and the first time I have ever heard of it, however when the idea of “copy cat suicides” was touched upon, it was extremely relatable to multiple stories I had heard in the news last year. I felt that Cialdini knew that this example out of all of them was his most grand and the one in which he would have to provide a lot of evidence for, and different ways of looking at it, in which he did not disappoint.

Major Weakness: I think with a chapter with such broad examples and such a dense amount of ideas and material, it would of been beneficial to have a final section to select key points from each and draw some similarities. It is impossible to have a section summarising it all, as social proof is not something you can summarise and leave behind, however there has to be some theory on what happens when individuals or even groups resist against certain aspects of truth. This is something I felt was lacking after the chapter had ended.

Underlying Assumption: Social proof is unavoidable.  To act from an incident or situation as an individual may lead you to react in the correct way and to help or prevent a situation. The pressure to be that person within a larger group of people results in stalling and unresponsive actions.

Provocative Questions: Through Cialdini’s examples they seem to lean toward the more extreme. We learned that bystanders who witness an attack in groups larger than 3 are less likely to report an incident as they assume it will be reported by someone else, however I would of liked this example to have gone further. What happens when someone does react out of a larger crowd? What happens to that 1 person out of the 38 who did panic, did make a scene, and did pick up the phone and potentially save someone? Did this act have a profound effect on not only the person reporting the incident but the people who didn’t?

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