New research from HP Labs reveals how ’social influence’ can affect decision-making, particularly purchase decisions. Here are the key findings:
- Our choices (i.e. purchase behavior) can be reversed when we’re exposed to the recommendations of others. In a surprising twist, though, we’re more likely to change our minds when fewer, not more, people disagree with us.
- The influence is stronger when people are required to make their second decision sometime later, rather than immediately.
- Finally, the time people spend making the first decision significantly predicts whether they will reverse their decisions later on, while demographics such as age and gender do not.
Social Engineering anyone?