In his book, Influence: Science and Practice (Allyn and Bacon, Boston, 4th ed. 2001), Robert Cialdini lists six weapons of influence. One of them is “social proof,” which,
… states that we determine what is correct by finding out what other people think is correct. The principle applies especially to the way we decide what constitutes correct behavior. We view a behavior as correct in a given situation to the degree that we see others performing it. (Id. at 100.) (emphasis original)
A recent Harvard Program on Negotiation (PONS) blog discusses the influence that social proof can have in resolving disputes. In Influence in Negotiation (March 24, 2025), a PONS staff writer notes that in everyday life, we all follow social norms. We stop at red lights, we keep our voices low in a library, yet we yell and scream at sporting events. (Id. at 1.)
Knowing that “social proof” is a powerful way to influence people, we can “… nudge” people toward choices that would benefit them and society, such as… making healthier food choices” (Id.) (See, Nudge by Richard Thaler and Cass Sunstein (Yale University Press, New Haven, 2021))
In 2016, Sunstein, along with UCLA and Rel-Aviv University Professor Meirav Furth-Matzkin, examined whether social norms could be used to encourage people to support certain policies. “[T]hey presented an identical public policy to hundreds of Americans with diverse political views.” The policy involved “presuming consent for organ donation rather than requiring people to sign up to donate.” (Id. at 2.) Half of the participants were told to assume that most people favored the policy. (Id.)
As one might suspect, once told that others favored the policy, the participants (56%) were more likely to support it than when told that others opposed it. (46%).
Thus, in any dispute involving multiple parties (for example, several defendants), a mediator or any other party can use this tool to persuade a recalcitrant party to agree to the proposal by stating that the others have agreed to it or are on board with the suggestion. Chances are such a statement will influence them to change their mind and agree!
Other ways to influence a party include providing a limited number of choices, as too many options may lead to indecision. Second, offering minor concessions to the other party can prompt them to reciprocate, thereby unbundling gains and bundling losses. “People tend to prefer one large loss over two equivalent smaller ones…” Yet, “…prefer two small gains over an equivalent large gain. ” So, offer small gains in stages yet request a large concession all at once. (Id. at 3-4.)
In sum, “social proof” can be a powerful tool of influence!
… Just something to think about.
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