The burden of social proof: Shared thresholds and social influence

MacCoun, Robert J.

doi:10.1037/a0027121

Cited by 84Opinion Dynamics and Social InfluencePsychology of Social InfluenceSocial and Intergroup Psychology

The burden of social proof: Shared thresholds and social influence

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MacCoun, Robert J.·2012·Psychological Review

DOI 10.1037/a0027121

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Abstract

Social influence rises with the number of influence sources, but the proposed relationship varies across theories, situations, and research paradigms. To clarify this relationship, I argue that people share some sense of where the "burden of social proof" lies in situations where opinions or choices are in conflict. This suggests a family of models sharing 2 key parameters, one corresponding to the location of the influence threshold, and the other reflecting its clarity--a factor that explains why discrete "tipping points" are not observed more frequently. The plausibility and implications of this account are examined using Monte Carlo and cellular automata simulations and the relative fit of competing models across classic data sets in the conformity, group deliberation, and social diffusion literatures.

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The asymptotic relation between group size and social contagion can be explained by dynamic regulation of the response threshold.
“While this has typically been explained in terms of social cognitive processes (Bond, 2005;Latane, 1981;MacCoun, 2012), it can also be explained by dynamic regulation of the response threshold (Cracco & Brass, 2018d).”
From Automatic imitation of multiple agents: A computational model (2019) · cites this paper as MacCoun, 2012

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A problem in theory
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Decision Making in Groups and Organizations
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Balancing evidence and norms in cultural evolution
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Overcome Medical Algorithm Aversion: Conditional Joint Effect of Direct and Indirect Information
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Bridging Between Cyber Politics and Collective Dynamics of Social Movement
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Smartly following others: Majority influence depends on how the majority behavior is formed
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Implicit attitudes matter for social judgments of others' preference, but do not make those judgments more or less accurate
Lees, J. (2021) · Journal of Experimental Social Psychology · doi:10.1016/j.jesp.2021.104202 · Cited by 2 · see citing works
Nudging eyewitnesses: the effect of social influence on recalling witnessed events
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The Cultural Brain Hypothesis and the transmission and evolution of culture
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Hypocrisy in ethical consumption
Foad, C. M. G., Haddock, G., & Maio, G. R. (2022) · Frontiers in Psychology · doi:10.3389/fpsyg.2022.880009 · Cited by 4 · see citing works
Alternative maps of the world of collective behaviors
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Utility of decisions and beliefs based on bounded-confidence opinion dynamics with group conformity
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What makes a well-performing NFT collection initial offering campaign: Evidence from OpenSea Drop
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Augmented influence: how AR-enabled social proof and anticipated pride drive sustainable fashion consumption
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Fear of missing out (FOMO) in flash sales contexts: determinants of purchase intention
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Computational Models in Personality and Social Psychology
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Dynamic Boundary Permeability Theory: An Episodic, Threshold-Based Model of Role Transitions
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Theories to Advance Dark Patterns Research
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OBAMACARE IN NEW MEXICO: THE NEW MEXICO HEALTH INSURANCE EXCHANGE: WHO OR WHAT INFLUENCES AND MOTIVATES HISPANIC INDIVIDUALS TO ENROLL?
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Group Process
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Ethical Standards and Cultural Assimilation in Financial ServicesPreprint
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Computational Models of Social Influence and Collective BehaviorPreprint
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Social PropensitiesPreprint
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A Cognitive Model of Social Influence.
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Authors: MacCoun, R. J.
Affiliations: University of California, Berkeley (US)
Corresponding author: MacCoun, Robert J.
ORCID: MacCoun, Robert J.
Venue: Psychological Review
Publisher: American Psychological Association (APA)
Published: 2012
Volume: 119
Issue: 2
Pages: 345-372
ISSN: 0033-295X (ISSN-L)
1939-1471
DOI: 10.1037/a0027121
OpenAlex: W3124381137
Cited by: 84
References: 177
Citations by year: 2026: 8 · 2025: 8 · 2024: 6 · 2023: 8 · 2022: 6 · 2021: 8 · 2020: 2 · 2019: 7 · 2018: 7 · 2017: 7 · 2016: 4 · 2015: 9 · 2014: 4
FWCI: 3.12
Type: journal article
Language: en
Update notices: correction (2012-03-12)
Open access: green
doi.org
Locations: Psychological Review (publishedVersion)
SSRN Electronic Journal (acceptedVersion)
PubMed (publishedVersion)
eScholarship (California Digital Library) (submittedVersion)
Topics: Physical Sciences › Physics and Astronomy › Statistical and Nonlinear Physics › Opinion Dynamics and Social Influence
Social Sciences › Sociology and Political Science › Psychology of Social Influence
Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
Keywords: social influence, social validation, tipping points, conformity, collective deliberation, social diffusion
MeSH terms: Computer Simulation, Helping Behavior, Humans, Imitative Behavior, Leadership, Mass Behavior, Models, Theoretical, Psychology, Social, Social Behavior, Social Change, Social Conformity, Consensus

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