ENS stories: socialproof.eth 

Social proof is a psychological and social phenomenon wherein people copy the actions of others in choosing how to behave in a given situation.

The term was coined by Robert Cialdini in his 1984 book "Influence: Science and Practice". It maintains that people are especially likely to perform certain actions if they can relate to the people who performed the same actions before them.

According to Cialdini, the six principles of persuasion are:

1. reciprocity
2. commitment/consistency 
3. authority
4. liking
5. scarcity
6. social proof.

Marketing strategies often depend on social proof.