Card #1

Social Proof

We tend to follow the patterns of similar others in new or unfamiliar situations.

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.

Ideas, Comments & Questions

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Lowenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological Bulletin, 116, 75-98.


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