The literature of physiology has defined the social proof as the process in which the individuals determine their appropriate behavior in a situation to examine the other’s behavior, especially in a similar context (Cialdini, 1993; Goethals and Darley 1977; Miller, 1984). In general, individuals tend to behave as same as their groups and friends have already behaved (Cialdini et al., 1999). This principle has been noticed to create varied actions such as laugh in television shows (Mariotti, 1999), returning a lost wallet (Hornstein, Fisch and Holmes, 1968), engaging a sexual activity in safe sex versus unsafe one (Buunk and Baker, 1995; Winslow, Franzini, and Hwang, 1992), and even group suicide (Garland and Zigler, …show more content…
Social proof in order to boost businesses
The relationship between crowdedness and satisfaction
It is discussed that human crowdedness may affect personal privacy and territory in a negative way, and therefore customers may have unfavorable outcomes such as, dissatisfaction (Eroglu, and Machleit, 1990; Machleit, et al., 1994). Rewal, Baker, Levy, and Voss (2003) made a primary research in order to examine the relationship between the perceptions of customer crowdedness and the wait expectations, and store evaluation within a luxury goods store context. In result of the study, it proved that the human crowding contributes to create a positive relation with the amount of wait expectation and on the contrary within store evaluation. Based on the findings, the authors suggested that the human crowding could be critically affect customer’s satisfaction. There are factors contribute the crowdedness, these include demographic variables like sexual category (Jain, 1992; Ross et al., 1973; Friedman et al., 1972) social class (Hayduk, 1983).
Branding, pricing and habits in order to develop the social