Social proof works because uncertainty is expensive. When people can’t fully verify quality in advance, they rely on social cues—what others chose, what others experienced, and who is endorsing the option—to reduce perceived risk (Cialdini, 2009). In 2025, the mechanism hasn’t changed. The marketplace conditions have.

Review ecosystems are noisier, audiences are more skeptical, and platforms + regulators are increasingly focused on deceptive review practices and artificial amplification. The FTC’s 2024 final rule banning fake reviews and testimonials (including practices enabled at scale by AI) reflects this shift toward enforcement and deterrence.
Meanwhile, consumer research suggests trust in reviews “as much as personal recommendations” has dropped sharply compared to earlier years, signaling that audiences still read reviews—but treat them more critically.