Without question, when people are uncertain, they are more likely to use others’ actions to decide how they themselves should act. But, in addition, there is another important working condition: similarity. The principle of social proof operates most powerfully when we are observing the behavior of people just like us. It is the conduct of such people that gives us the greatest insight into what constitutes correct behavior for ourselves. Therefore we are more inclined to follow the lead of a similar individual than a dissimilar one.
