persuasion ' Usually, as long as most people agree with what we are doing or about to do, we feel social validation. For the most part, we are all conformists. We will do what the crowd does. We might not like to admit that, but it is true. Only 5 to 10 percent of the population engages in behavior contrary to the social norm. We see this law operating in groups, in organizations, in meetings, and in daytoday public life. In all of these circumstances, there is a certain standard or norm. In churches, the moral code determines the standard behavior acceptable for the group. In organizations, the bylaws and years of tradition establish a standard operating procedure. Because we want to fit into these groups and maintain our membership with them, we conform our actions to the norm. When we find ourselves in a foreign situation where we feel awkward or unsure of how to act, we look for those social cues that will dictate our behavior.4 This could be at a party, during freshman orientation, while attending a family gathering, or on one's first day on the job in a new company. When the social information we are seeking is at all ambiguous, we don't know how to respond and thus continue seeking out social clues. Imagine if you were sitting in the movie theater enjoying your show when somebody shouted, "FIRE!" Do you think you would jump up and run for it? Well, if everyone else did, you would, too. If everyone remained seated, you would remain seated also. The Law of Social Validation at Work The Law of Social Validation is in action all the time, everywhere: publicly passing the donation plate to help with a community project; doing the wave at sporting events; going to popular dance clubs when you don't enjoy the surroundings; being afraid to raise your hand in class to ask a question; franchise owners having their athletes sign their contracts in public; stacking the top ten most popular books right in the entryway of a bookstore; choosing restaurants according to which have the longest lines or the most cars; choosing movies according to which ones everyone is talking about; washing our hands in public restrooms only when somebody else is watching; and restaurants seating their first patrons near the window for everyone else to Sometimes theaters even employ "professional audience members," or claques, to start laughter, clapping, and even standing ovations! When audience members see others stand and cheer or applaud, they are more inclined to do so. Performers commonly "salt the tip jar" by placing some money in the jar themselves. When people see that others have already made contributions, they assume this is the appropriate and acceptable thing to do. Salting the tip jar is a common practice among pianists, bartenders, bus drivers, and even the homeless on the street. Even in churches, the practice of "salting the collection plate" is often employed. People are more inclined to donate if they are passed a plate that already holds some bills. persuasion