Social Proof 社會認可──人們傾向相信多數人的選擇，進而購買
Ken: There's another principle that goes along with the Law of Scarcity called Social Proof.
Paul: Proof…provided by society?
Ken: Roughly. Social Proof says that people imitate other people, especially people they think have more 1)status. Can you guess how we're already using this?
Paul: Does it have something to do with that skinny girl on all our posters and 2)brochures? Has she ever even tried our bread??
Ken: You guessed right. 3)Celebrity 4)spokespeople provide a kind of social proof.
Paul: But what would a model know about making bread? Wouldn't it be better to have a baker as a spokesperson?
Ken: It doesn't matter so much — if people like and respect the spokesperson, they will like your product.
Paul: But the 5)strategy can 6)backfire if you choose the wrong spokesperson, right? Like when you hire them one week, and then see them on the cover of Next magazine the following week?
Ken: It sure can. That's why we usually have a "good behavior" 7)clause in the contract. If they do anything 8)immoral, they have to pay us back the dough, plus any damages to the 9)reputation.
Paul: That should scare them straight.
Ken: We haven't had any problems yet.
肯恩：還有一個法則伴隨物以稀為貴法則而來，叫社會認可。
保羅：認可……社會提供的認可？
肯恩：差不多。社會認可是說，人們會模仿他人，特別是模仿他們覺得地位較高的人。其實我們已經在用這個法則了，你猜得到我們已經如何使用這個法則嗎？
保羅：和我們海報和小冊子上的那個瘦巴巴的女孩有關嗎？她真吃過我們的麵包嗎？
肯恩：你猜對了。找名人代言就是某種社會認可。
保羅：但是模特兒哪懂麵包？找麵包師傅代言不會比較好嗎？
肯恩：找誰並不那麼重要──只要人們喜歡並推崇這個代言人，他們就會喜歡你的產品。
保羅：所以如果你找錯人，這個策略可能會招致反效果，對不對？比方說你這星期請某人代言，下星期他就上了壹週刊的封面。
肯恩：當然有這種可能。那就是為什麼我們的合約通常附有「行為端正」條款。如果他們做了什麼不道德的事，就得還回代言費，外加損壞商譽賠償。
保羅：那應該能產生嚇阻作用。
肯恩：我們還沒碰到什麼問題。
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