Updated Friday, October 24, 2014 as of 3:51 AM ET

Persuade Clients to Do the Right Thing

In uncertain situations, we often look for social cues about what to do based on what everyone else is doing. This kind of social proof can be highly effective in helping us to navigate what to do in the absence of proper information. In fact, sometimes the effects of social proof can be remarkably powerful, causing the herd to do something dramatic because everyone else is doing it too - even if no one in the crowd actually knows why they're doing it.

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