Editing Persuasion (section)

====Social proof====
Social learning, also known as [[social proof]], is a core principle among almost all forms of persuasion.<ref name=":2">{{Cite book|last=WOODWARD|first=GARY C.|url=https://www.worldcat.org/oclc/1037296115|title=PERSUASION AND INFLUENCE IN AMERICAN LIFE.|date=2018|publisher=WAVELAND PRESS|isbn=978-1-4786-3612-0|edition=8TH|location=LONG GROVE|oclc=1037296115}}</ref> It is based on the idea of peer influence, and is considered essential for audience-centered approaches to persuasive messages. The principle of social proof suggests what people believe or do is typically learned by observing the norms of those around us.<ref name=":2" /> People naturally conform their actions and beliefs to fit what society expects, as the rewards for doing so are usually greater than standing out.<ref name=":2" />

"The power of the crowd" is thought to be highly involved in the decisions we make. Social proof is often utilized by people in a situation that requires a decision be made. In uncertain or ambiguous situations, when multiple possibilities create choices we must make, people are likely to conform to what others do. We take cues from those around us as to what the appropriate behavior is in that moment. People often feel they will make fewer mistakes "by acting in accord with social evidence than by behaving contrary to it."<ref name=":2" />