It is first of the many posts that I am going to write in "Idea to Ponder series" (you can visit all of them here).
Why we Seek Social Proof?
Wiki defines social proof as: "Social proof, also known as informational social influence, is a psychological phenomenon that occurs in ambiguous social situations when people are unable to determine the appropriate mode of behavior."
But the deep down desire in all of us is to be safe. We feel safe to be the part of a larger group which have behaved same or will behave same as us! Not getting? Let me explain with few very powerful examples that we all experience in our day to day life every single second! And how smart companies like Amazon.com, Google,...and almost every single online company in this world has been utilizing our this trait of seeking social proof.
See the amazon page (below) that you see while you search price information for something (in this case say the movie:Inception): //click on the picture to see it in a separate window//