South Africa: How Social Proof Affects Our Behaviour

Mrs Keech (a pseudonym) was gifted with automatic writing. Basically she got messages from The Guardians of outer space, and would share the information with a small group who also believed the messages to be real. It became a serious matter when one day The Guardians advised Mrs Keech that the world would end, and only she and her group of believers would be saved. The group, firm in their conviction, needed no social proof, and sold all their belongings in anticipation of the fateful night.

Social Proof existed before social media

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