There are only two ways to influence human behavior:
– You can manipulate it
– You can inspire it
An astounding amount of what the experts and what the pundits and geniuses have told us about advertising and marketing and media in the last ten years has turned out to be bologna.
Radical changes in technology was supposed to augur radical changes in consumer behavior.
As far as I can tell they have resulted in small to moderate changes at most.
Social proof, in the form of bestseller lists, testimonials, or customer reviews, is a hugely influencial factor.