When people order food and drinks, they seem to have two goals: to order what they will enjoy most and to portray themselves in a positive light in the eyes of their friends. … people are sometimes willing to sacrifice the pleasure they get from a particular consumption experience in order to project a certain image to others. It happens when we assume that something is good (or bad) on the basis of other people’s previous behavior, and our own actions follow suit. He sees three people standing in line and thinks, “This must be fantastic restaurant,” and joins the line. “People are standing in line.” So you stand behind these people. “This must be a good restaurant,” you think to yourself. You’re walking past a restaurant, and you see two people standing in line, waiting to get in. Customer Product Choice Drivers Social Proof
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