"The principle of social proof is so pervasive that we don't even recognise it," says Cialdini.
“社会证明的原则是如此的普遍，以至于我们甚至都没有意识到它的存在。”恰尔迪尼说。
Social Proof: human nature means we are easily influenced by peer groups.
社会认同：人的本性意味着我们很容易受同辈群体的影响。
Social proof: People like to follow one another, so influencers imply the herd is moving the same way.
社交认同：大家比较喜欢随大流，所以你可以暗示对方别人都是这么做的。
Consumers use local social networks to find businesses, but also to get social proof when making a decision.
消费者使用这种社交网络来寻找商家，如果这些商家得到了社会的认可，那么他们会更快的做出自己的决定。
If they already are in a relationship with you, they don’t need social proof or testimonials or before and after photos.
如果他们已经与你建立了关系，他们不需要依靠社会上的工具或者客户评价或前后对比照来决定购买产品。
This, again, is the effect of social proof, exacerbated because the stories are at a distance and it is extra effort to read them.
同样，这也是社会认同的效用。而它在这里起了负面效用是因为，故事本身在远处，要读它需要额外的努力。
Social proof: you've heard it before and you'll hear it again-despite all their protestations of individuality, people love conformity.
你以前一定听过，以后还可能听说，虽然所有人都在强调个体性、独立性，人们还是喜欢随大溜。
Crowd funding is known to offer project creators exposure, social proof, market validation, a loyal customer following, as well as funding.
众筹凭借为项目发起人们提供宣传渠道、社会认可、市场认证，赢得忠实顾客群以及筹资而闻名。
The reluctance towards veganism has been less about the medical proof of its effectiveness, and more about social perceptions.
人们不情愿转向纯素食，不单是缺乏对素食效果医学证明的了解，更多地是由于社会观念。
Another favourite life hack published on social media is to place an oven-proof jug of water with two lemons cut in half inside your microwave.
社交媒体上还有另外一个最受喜爱的生活小窍门，拿两个柠檬，每个切两半，放进微波炉适用的罐子里，里面加满水，放进微波炉。
These objects and artifacts are tangible proof of the intellectual, artistic and social life of our ancestors.
这些古老物件和史前器物是我们祖先的智力、艺术和社会生活的明确证据。
If the proof criterion's marginal social revenue equated its marginal social cost, the social net revenue would reach its maximum, and the proof criterion would be most appropriate.
当证明标准的边际社会收益等于边际社会成本时，社会净收益实现了最大化，证明标准达到了最佳程度。
So, let's look at the proof. 1926, Kurt Lewin, founder of social psychology, called this "substitution."
我们来看看这个证明。 1926年，社会心理学的创始人库尔特·勒温称这个为“替代”。
So, let's look at the proof. 1926, Kurt Lewin, founder of social psychology, called this "substitution."
我们来看看这个证明。 1926年，社会心理学的创始人库尔特·勒温称这个为“替代”。
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