Articles

I have so many fabulous friends who happen to be persuasive

Dr Mary Wyatt

People want to be like other people, hence the persuasive heft of "social proof". In our third article on persuasion, we see what The Donald has to say about grown up peer pressure...

Peer pressure isn’t just for kids. People are influenced by what others do. The greater the number of people doing something the more likely we are to believe it’s the right thing to do. This tendency is known as ‘social proof’, the idea being that other people’s participation proves that an activity is worthwhile. If a group of people are standing around and looking up at the sky, we’re likely to fo...

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