--- title: "Heuristics Series Part 5: Social Bias" description: Social bias or 'bandwagon effect' is a powerful purchase motivator - compelling marketing strategies tap into this psychology to drive sales & shape trends image: https://journal.intent.ly/hubfs/Blog%20images.png --- [![intent.ly - intent-based CRO](https://journal.intent.ly/hs-fs/hubfs/Intently%20RGB.png?width=1182&height=226&name=Intently%20RGB.png "intent.ly - intent-based CRO")](https://intent.ly/) Open main menu Close main menu - [Home](https://intent.ly) - [Solutions](https://intent.ly/overlays) Open the submenu - [Overlays](https://intent.ly/overlays) - [Email Remarketing](https://intent.ly/email-remarketing) - [Analytics Suite](https://intent.ly/analytics-suite) - [Integrations](https://intent.ly/integrations) - [Journal](https://intent.ly/journal) - [Events](https://intent.ly/events) - [About Us](https://intent.ly/about-us) - [Book a demo](https://intent.ly/contact) [Behavioural science](https://journal.intent.ly/tag/behavioural-science) [Consumers](https://journal.intent.ly/tag/consumers) [Technology](https://journal.intent.ly/tag/technology) [Partnerships](https://journal.intent.ly/tag/partnerships) # Heuristics Series Part 5: Social Bias [Amy Jordan](https://journal.intent.ly/author/amy-jordan) [Share this blog post on Twitter](https://twitter.com/intent/tweet?text=I+found+this+interesting+blog+post&url=https://journal.intent.ly/social-bias) [Share this blog post on Facebook](http://www.facebook.com/share.php?u=https://journal.intent.ly/social-bias) [Share this blog post on LinkedIn](http://www.linkedin.com/shareArticle?mini=true&url=https://journal.intent.ly/social-bias) ![](https://journal.intent.ly/hubfs/Blog%20images.png) Our heuristics blog series continues, with a focus on social bias - and how compelling marketing strategies can tap into the psychology of the 'bandwagon effect' to drive sales and shape trends. We started this series last year on the mental shortcuts that help simplify decision-making, and how they can be used to understand and influence shopper behaviour. So far we’ve covered   [scarcity](https://journal.intent.ly/heuristics-series-scarcity), [complementarity,](https://journal.intent.ly/heuristics-series-complementarity)  [value perception](https://journal.intent.ly/heuristics-series-value-perception) and [relevancy](https://journal.intent.ly/heuristics-series-relevancy) - all powerful purchase motivators. Social Bias Social bias is often known as the ‘bandwagon effect’ or ‘herd mentality’, both of which refer to the tendency of consumers to mirror the actions or beliefs of others. This can be due to a desire to ‘fit in’ and be part of a community, but it also helps speed up our decision making when we trust the opinions and choices of others. A well-known [Nielsen survey](https://www.businessnewsdaily.com/2353-consumer-ad-trust.html) found that 92% of people trust recommendations from friends and family above other forms of advertising, and that 70% trust online customer reviews - so word of mouth can be very powerful indeed. Social bias also triggers FOMO (Fear Of Missing Out) - where we might see products trending and ask ourselves *“What’s that and why do people have it? And why don’t I have it?”.*   Big brand examples of this phenomenon include Apple’s iconic white earbuds in the eye-catching [silhouette ad campaigns](https://www.brandvertising.ch/2023/04/ipod-advertising/). The campaign tapped into the emotions of young, tech-savvy consumers who wanted to look and feel this good, and be seen as 'cool' by their peers.   There are numerous ways that marketers can harness these feelings to motivate consumers to jump on the bandwagon before it leaves without them, such as: - **Endorsements** from influencers, celebrities or satisfied customers  - Social proof in the form of customer **reviews and ratings** - **Real-time information** on the number of items bought, booked or viewed to date - Showcase **items in high demand**, to create a sense of [urgency](https://journal.intent.ly/heuristics-series-scarcity) and exclusivity ![Untitled design (5)-1](https://journal.intent.ly/hs-fs/hubfs/Untitled%20design%20(5)-1.png?width=570&height=282&name=Untitled%20design%20(5)-1.png) eCommerce marketers can leverage these strategies on their websites in a number of ways, such as:  - Using overlays that push shoppers to popular pages, best sellers or flash sales - Incorporate real-time sales/views or customer ratings within basket contents overlays or email retargeting campaigns - Target regional shoppers with products currently popular in their area - and use localised testimonials or ratings to build credibility - Collect, disclose and amplify reviews & testimonials - Use referral programs Marketers must take an omni-channel approach to these strategies, as social media platforms and the rise of influencers amplify the bandwagon effect like never before. Authenticity is another consideration, so displaying a range of reviews could build trust and help consumers discern what's truly best for them. **The bandwagon effect is clearly a powerful purchase motivator, and compelling marketing strategies can tap into this psychology to drive sales and shape trends.** Our next blog in this heuristics series will focus on price anchoring. If you missed the previous blogs, we've covered  [scarcity](https://journal.intent.ly/heuristics-series-scarcity), [complementarity](https://journal.intent.ly/heuristics-series-complementarity), [value perception](https://journal.intent.ly/heuristics-series-value-perception) and [relevancy](https://journal.intent.ly/heuristics-series-relevancy) so far. --- [intent.ly](http://www.intent.ly) customers typically see a 7x average conversion rate using our suite of proprietary real-time technology solutions. Our overlay campaigns intervene at the right moment, saving the session and providing truly measurable and incremental sales. [Book a demo](https://intent.ly/en/contact/) today.                   ## Related Articles [![](https://journal.intent.ly/hubfs/Blog%20images.png)](https://journal.intent.ly/price-anchoring) [Behavioural science](https://journal.intent.ly/tag/behavioural-science) [Consumers](https://journal.intent.ly/tag/consumers) [Technology](https://journal.intent.ly/tag/technology) [Partnerships](https://journal.intent.ly/tag/partnerships) ### [Heuristics Series Part 6: Price Anchoring](https://journal.intent.ly/price-anchoring) In the field of heuristics, anchoring refers to your brain’s tendency to heavily rely on the first piece of information offered to you when making decisions. Our final... [Amy Jordan](https://journal.intent.ly/author/amy-jordan) [Read More](https://journal.intent.ly/price-anchoring) [![](https://journal.intent.ly/hubfs/Blog%20images.png)](https://journal.intent.ly/heuristics-series-relevancy) [Behavioural science](https://journal.intent.ly/tag/behavioural-science) [Consumers](https://journal.intent.ly/tag/consumers) [Technology](https://journal.intent.ly/tag/technology) [Partnerships](https://journal.intent.ly/tag/partnerships) ### [Heuristics Series Part 4: Relevancy](https://journal.intent.ly/heuristics-series-relevancy) Part 4 of our heuristics blog series looks at relevancy, and how we can better target online shoppers with the right messages delivered at the right time, with offers... [Amy Jordan](https://journal.intent.ly/author/amy-jordan) [Read More](https://journal.intent.ly/heuristics-series-relevancy) #### EMEA Office [intent.ly](http://intent.ly/) Global Ltd 30 Churchill Place 7th Floor, Office 7-102 London E14 5RE [hello@intent.ly](mailto:hello@intent.ly) #### APAC office 5 Martin Pl, Sydney NSW 2000, Australia #### Social channels - [Linkedin](https://www.linkedin.com/company/intent-ly/mycompany/) - [Twitter](https://twitter.com/intent_ly) - [Instagram](https://instagram.com/intent_ly) #### Links - [Google Tag Manager Integration](https://intent.ly/en/add-intently-to-google-tag-manager/) - [Privacy & Cookie Policy](https://intent.ly/privacy-policy) - [Data retention policy](https://intent.ly/data-retention-policy/) - [About Us](https://intent.ly/about-us) - [Work With Us](https://talent.sage.hr/ff61bee7-fb2f-4ac0-9013-8ac3cd0a70af/vacancies) - [Contact Us](https://intent.ly/contact/) Follow us on Facebook Follow us on LinkedIn Follow us on Twitter Follow us on Instagram