Cialdini raamat
Especially when we are uncertain, we are willing to place
an enormous amount of trust in the collective knowledge of the crowd. Second,
quite frequently the crowd is mistaken because its members are not acting on the
basis of any superior information but are reacting, themselves, to the principle of
social proof.
There is a lesson here: An automatic pilot device, like social proof, should never
be trusted fully; even when no saboteur has slipped misinformation into the mech-
anism, it can sometimes go haywire by itself. We need to check the machine from
time to time to be sure that it hasn't worked itself out of sync with the other sources
of evidence in the situation-the objective facts, our prior experiences, our own
judgments. Fortunately, this precaution requires neither much effort nor much
time. A quick glance around is all that is needed. And this little precaution is well
worth it. The consequences of single-minded reliance on social evidence can be
frightening
annaabi.ee 
