Swappie is a consumer-focused platform for selling refurbished Apple iPhones. Persuasion of individuals is done by a series of ersatz ‘home-made’ testimonial videos from individual peers of the target market, buyer reviews shared on the Internet, and social media commentary about the success of opting for an already used phone over a new one.
Despite existing work, the social proof persuasion impact may still be understated (Wienshenk, 2020) and is ripe for deeper research and disruption. Adoption of VR, AI, ML, and cloud-based data integrations also offer new research potential into the mechanics, ethics and efficacy of social proof (Zanbaka, Goolkasian & Hodges, 2006; Pongpradit & Prompoon, 2016).
OK, we took a look at the psychological dimension of digital persuasion through social proofing; concepts, research, and its digital application.
For UXers, remember that social proofing must be designed for, and deployed appropriately, to solve a user experience problem; even combined with other techniques to compound the persuasive impact (Cialdini, 2001).
Your comments and shares on your own psych UX design approaches are welcome!
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All screen captures by Ultan O’Broin.