Social proof is a psychological phenomenon where people look to the actions and opinions of others to guide their own behavior. This often occurs in situations where individuals are uncertain about what to do, leading them to rely on the choices of those around them. For example, if many people are seen enjoying a particular restaurant, others may be more inclined to try it, believing that the crowd's choice indicates quality.
There are various forms of social proof, including expert endorsements, user reviews, and celebrity testimonials. These elements can significantly influence consumer decisions, as individuals often trust the experiences of others over their own research. This reliance on social proof can be seen in marketing strategies, where businesses highlight positive feedback to attract new customers.