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Social Proof from Robert Cialdini’s book Influence

January 31, 2012

It’s interesting how the principles of influence don’t change. Robert Cialdini in his classic book on Influence gives an example about where they tried encouraging hotel guests to be more environmentally friendly by reusing towels.

Social Proof - Robert Cialdini


The different messages and their impact are quite telling. The most effective message being the one targeting and helping the person identify with occupants of the same room. We’re so highly influenced by those we consider to be similar to us, whether part of the same family, friend circle, company, club etc.

Applications – Displaying Testimonials to Influence

The application of this basic concept is quite interesting. For e.g. when you’re displaying testimonials. It makes sense to have testimonials not from the high and mighty but from the target audience itself. It’s interesting how this applies even in today’s social media enabled world.

Your Turn: Have you tried this before? Has it been successful, do share your experience in the comment box below.

From → Visual Thinking

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