Social ProofSocial ProofDetermine correct behavior by seeing what others are doing.Balthazar GracianObservation made over 350 years ago:“Not all turn the goods over or look deep. Most run where the crowd is –because the others run.”Social ProofMilgram et al. (1969)1 Confederatelooking up15 confederateslooking up45% looked up85% looked upSocial Proof:Craig & Prkachin (1978)1.Administered shock to participant2.Asked participant how painful shock was3.Took physiological measures of painParticipants felt less shock on both pain indices if they were in the presence of another participant who was apparently experiencing little or no painCPOther Forms of Social ProofCanned LaughterPerson-on-the-street testimoniesWhy Does Social Proof Promote Conformity?Why does it work?–Following the crowd is easier –takes less mental effort–People make fewer errors when they “follow the crowd”CPFactors that Influence Effectiveness of Social ProofUncertain aboutcorrect behaviorCertain aboutcorrect behaviorSocial Proof works better under conditions of uncertaintyCPFactors that Influence Effectiveness of Social ProofDissimilar SimilarSocial Proof works better when others are similar to the selfCPCopycat SuicidesSchmidtke & Hafter (1988)Examined # of suicides following broadcast of FICTIONAL TV show•TV show lasted 6 weeks•Depicted 19 yr. old male who committed suicide by leaping in front of a trainFollowing the series, railway suicides increased substantiallyThis increase was greatest for males who were same age as TV characterCPCopy cat suicides called the Werther Effect-500050010001500-10123MonthsFluctuations in U.S. suicides before, during, and after 26 publicized suicide stories (Phillips, 1974).Number ofsuicides in comparison to to what would have normallybeen
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