Why are these profiteers so ready to use social proof for profit? They know our tendency to assume an action is more correct if others are doing it operates forcefully in a wide variety of settings. Sales and motivation consultant Cavett Robert captured the principle nicely in his advice to sales trainees: “Since 95 percent of the people are imitators and only 5 percent initiators, people are persuaded more by the actions of others than by any proof we can offer.” Evidence that we should believe him is everywhere. Let’s examine a small sample of it.
