Shoppers are more likely to trust businesses who demonstrate that others find their products and services valuable. This demonstration of trust (or social proof) could be in the form of reviews from verified customers, positive ratings on third party review sites and/or validation from technical experts.   Social Proof – Behavior Guided by Instinct Why do we care what a total stranger says in a review? And why does a celebrity’s stamp of approval make us want to buy something? It a