The chances are high that when you purchase items and services online, you read the reviews first. After all, you can’t see the product in person, so you want to know that what you’re getting is legitimate. You’re much more likely to purchase something that has 4.5 stars and many ratings over something that has, for instance, no ratings. Social Proof is what this is called.
Social proof is a term used to refer to the phenomenon of people imitating the behavior of others in certain social situations. When people feel unsure how to act or what to do, they tend to look at other people’s behavior and follow their example. According to a content marketing firm in Phoenix, it is especially true for online sales or situations where you might not be able to assess the object you’re buying in person physically.
That’s one of the reasons reviews are so integral to online stores. When people review, it increases the social proof that the products and services offered are quality. You feel reassured when you see that multiple people have had a good experience with the company.