Peer pressure and social norms drive our purchasing decisions from "summary" of Brandwashed by Martin Lindstrom
Peer pressure and social norms have a significant impact on the choices we make as consumers. Whether we realize it or not, we are constantly being influenced by those around us. This can manifest in a variety of ways, from the products we buy to the brands we choose to align ourselves with. One of the ways in which peer pressure influences our purchasing decisions is through the phenomenon of "social proof." This concept suggests that we are more likely to buy something if we see others doing the same. Think about the last time you were at a restaurant - did you choose a dish because it was recommended by a friend or because you saw someone else enjoying it? This is social proof in action. Marketers are well aware of the power of social proof, which is why they often use tactics like celebrity endorse...
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