Picture this: You’re trying to decide where to go for dinner. You’re stuck between two new restaurants. One has a line out the door; the other looks deserted. Which do you choose?
Chances are, unless you’re in a rush, you pick the one with the line out the door. If that many people like it, it must be good, right? If everyone wants it, it has to have some merit. In fact, you almost need to try it.
This is social proof—the grown-up version of peer pressure and the core of FOMO (the fear of missing out).