Social influence
What other people do, say and recommend.
People rarely decide alone, and when a choice is uncertain shoppers look for signs of what others chose, who vouches for it, and whether people like them were happy with it. These nine principles cover reviews, endorsements, popularity cues and referrals.
Authority People defer to credible experts and institutions. Mainly Product, also Homepage, Sitewide, CheckoutMainly here Tested on real shoppers Moderate Bandwagon effect Demand for something rises when people see others choosing it. Mainly Category, also Homepage, Product, SearchMainly here Tested on real shoppers Strong Blemishing effect A small negative alongside strong positives can make the overall message more persuasive. Mainly Product, also CategoryMainly here Tested on real shoppers Moderate Liking and similarity We are more persuaded by people who are like us. Mainly Product, also HomepageMainly here Tested on real shoppers Moderate Prosocial referral rewards People refer more effectively when the reward goes to their friend, because referring then looks generous and the friend has a reason to act. Mainly Post-purchase, also Sitewide, HomepageMainly here Tested on real shoppers Moderate Reciprocity People feel obliged to return a favour. Mainly Cart, also Homepage, Product, Post-purchaseMainly here Tested on real shoppers Moderate Social identity People favour brands and groups that reflect who they think they are. Mainly Homepage, also Product, Post-purchaseMainly here Tested on real shoppers Moderate Social proof When unsure, people look to what others have done and follow it. Mainly Product, also Homepage, Category, Cart, CheckoutMainly here Tested on real shoppers Strong Word-of-mouth triggers Interesting products get talked about straight away; products that are frequently cued and publicly visible keep getting talked about. Mainly Post-purchase, also Sitewide, ProductMainly here Tested in shopping-like settings Moderate
No principles match all of that.
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