Social Proof/Influence

One of Cialdini’s 6 principles is Social Proof. The effect arises when a social situation occurs but the typical behaviour of the group or of certain people is out of the ordinary. This causes the individual to assume this behaviour is right or acceptable and they can change their behaviour just to appear normal even though they consciously know which the right way to behave is. We have used social proof in our video by suggesting that eating junk food and becoming unhealthy is actually good. By appearing to come from an authoritative figure it increases the social pressure and increases the chance of a change in social behaviour. - Jack Pauley