We invite you to the second part of our series on exerting influence. In today’s article, we examine social proof and the rule of authority – discover how to recognize them and use them in everyday business practice.
- The Rule of Social Proof
We value the sense of belonging, so the more people consider a given idea, trend, or thing attractive, the more attractive it becomes in our minds. We want to find out what others are doing in order to confirm the validity of our own behavior and determine “proper” behavior – especially if we don’t know how to behave in a given situation. The more people do something, the more correct it becomes. This approach saves time and energy spent searching for what is correct.
Social approval inclines us to change our behavior, attitudes, and actions, even if what we see is not entirely consistent with our own feelings, style, or thoughts. We usually want to be liked, accepted, and want to fit in with other people. We typically feel social approval as long as most people agree with what we do.
The principle of social proof is often used in commercial and social advertising (e.g., election campaigns) to encourage people to comply by providing them with evidence that others like them have already complied. Therefore, presented evidence should be approached critically. References are used here that others already know, are familiar with, use, or have bought this. It is common to assure about the brand’s greatest popularity in the market. Examples include slogans like: ”… is the leader among,” ”… is No. 1 in the market,” “the largest network…,” “eight out of ten dentists…,” “Millions of Poles…”
Application of Social Approval in Practice:
When looking for the application of the social approval principle, it’s worth seeking answers to the questions:
-
Is the product/service the best-selling, most popular, used by the elite, fastest-growing?
-
Is it part of a trend, a norm?
-
Who uses it? What are the opinions of existing customers?
-
The Rule of Authority
It involves obedience to people we recognize as authorities. Submitting to authority is one of the automatic rules of behavior and has its origins in the animal world, being a factor that increases the chances of biological survival. Many animals (e.g., rats, monkeys) imitate their leader, who is the strongest and wisest among them. Human imitation begins in childhood when parents really do know and can do more. The entire process of upbringing and adaptation to life in society is focused on instilling obedience to various authorities: teachers, doctors, representatives of law and the state. The problem is that humans also submit to authorities when it doesn’t make sense or involves harm and suffering of another person. How difficult it is to resist the power of authority is also demonstrated by history, such as Nazi Germany. An additional problem with submitting to authorities is that we are influenced not only by real authorities but are also deceived by appearances, external attributes of high social position such as:
- Academic titles and positions (surprisingly, people higher in the social hierarchy are usually attributed greater height)
- Clothing (elements, props associated with authority in a given field bring the influence of a given person closer to the influence of a real expert)
- Cars (we treat drivers in expensive limousines and old, cheaper cars differently on the road)
Defense against the automatic reflex of obedience is difficult because we are usually not aware of how strongly we submit to it. Therefore, the primary task is to become aware of the existence of this mechanism and be alert to false signs of authority. The second step is to limit the authority’s influence to the scope of their actual knowledge by asking yourself how far they can be trusted.
Read Also
- Ways of Exerting Influence and the Mechanisms Behind Them
- Leader Without a Title - How to Influence Others When You Lack Formal Authority
- Practical Techniques for Increasing Social Influence Based on Understanding Brain Function
Read also
- Ways of Exerting Influence and the Mechanisms Behind Them
- Practical Techniques for Increasing Social Influence Based on Understanding Brain Function
- Leader Without a Title - How to Influence Others When You Lack Formal Authority
Develop your skills
Want to deepen your knowledge in this area? Check out our training led by experienced EITT instructors.
➡️ Psychology of leadership and influence — EITT training
Frequently Asked Questions
What is the rule of social proof in business?
The rule of social proof means that people tend to follow the behavior and choices of others, especially when uncertain about how to act. In business, it is commonly used through customer testimonials, market leadership claims, and popularity indicators to encourage people to trust and purchase products or services.
How does the rule of authority influence decision-making?
The rule of authority causes people to automatically defer to those they perceive as experts or authority figures. This response is deeply rooted in social conditioning from childhood and is triggered not only by genuine expertise but also by external symbols of authority such as titles, professional attire, and visible markers of social position.
How can you defend against manipulation through social proof?
Critical thinking is the primary defense against manipulation via social proof. When encountering claims like “market leader” or “used by millions,” question the source and validity of the evidence. Evaluate whether the product or service genuinely meets your needs rather than relying solely on its popularity.
What are the external attributes of authority that people respond to?
People respond strongly to three main external attributes of authority: academic titles and positions, professional clothing and props associated with expertise in a given field, and visible signs of wealth or status such as expensive vehicles. Being aware of these triggers helps distinguish genuine authority from superficial appearance.