How might this apply to the Web?
To put people at ease or guide a decision find creative ways to show social activity. This can be in the form of stats (favorited by, number of views, comments), good positive reviews/testimonials, or by providing visibility into the actions or outcomes of other users’ behaviors.
- Check out the way Facebook displays follower count.
Lowenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological Bulletin, 116, 75-98.