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Buying books online: follow-up

Bijou Yang1, David Lester

  • 1Department of Economics and International Business, Bennett S. LeBow College of Business, Drexel University, Philadelphia, PA 19104-2875, USA.

Psychological Reports
|June 6, 2003
PubMed

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Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will change to conform to do what their peers do.