Whenever we do things, we always consider our social reference group.
Often this happens quickly and subconsciously.
For example, when you look into your closet and spend a couple of seconds picking a shirt, you quickly choose on based on how you'll be perceived by others.
If we only needed clothing to cover our skin, and be durable, we'd only wear basic colors.
But the fashion industry is a billion dollar a year industry.
No matter how much we pretend otherwise, we want VERY MUCH to look good.
The idea of walking into a social area, and having people looking at you and smiling BECAUSE of what you are wearing is VERY compelling.
There was even this low budget movie about a magic shirt.
Whoever was wearing this magic shirt would be SWARMED by hot girls desperate for sex.
This is the IDEAL when it comes to anything regarding appearance.
Haircut, shoes, watch, etc.
But the OPPOSITE is also true.
We are TERRIFIED of walking into a social situation, and having everybody point and LAUGH.
This was the basic premise of the movie "Carrie."
A REVENGE FANTASY about a girl who is always an outcast.
They take that to the extreme and make her the prom queen as a JOKE.
SO THAT they can get her up on stage, in a position where she THINKS she's getting positive social validation, and THEN point and laugh.
The revenge part comes when she uses telekinesis to kill everybody in spectacular fashion.
As HIGHLY social creatures, we are INTENSIVELY sensitive to social signals.
Both positive and negative.
EVERYTHING WE DO, on some level is to hopefully GET positive signals.
And to hopefully AVOID negative signals.
This is also true when we are buying things.
We subconsciously (and often consciously) put things through the social filter.
Many times are DRIVEN by social filters, as in the case of social proof.
We want to do things BECAUSE many others are doing them.
Those with social anxiety have an overwhelming negative feeling associated with social situations.
Those with social confidence have an overwhelming positive feeling associated with social situations.
HOW a social group will respond colors pretty much ALL of our decisions.
Which means you can leverage those for massive success.
For example, if you are selling something, you can covertly ALLUDE to how much POSITIVE social recognition the customer will get.
You'll find this idea embedded in tons of advertising.
You can also learn how to do this conversationally.
It's VERY EASY, and very effective.
Which means you can use these deep and powerful triggers to get anybody to do anything.