The Social Influence Bias: Dependence on the Opinions of Others

In today’s world, our decisions are more influenced by others’ opinions than ever before. Whether it’s choosing a restaurant, buying a product, or deciding what movie to watch, we tend to follow others’ recommendations and experiences. This phenomenon, known as the social influence bias, is a powerful tool that can greatly benefit your business. Let’s explore how you can leverage this bias.

What is Social Influence Bias?

Social influence bias is the tendency of people to adopt the opinions or behaviors of a group. In a business context, this translates to how reviews and opinions from other customers can influence the perception and purchasing decisions of potential customers.

This behavior is closely related to the conformity bias, where individuals use others’ actions as a guide for their own behavior, avoiding the need to exercise independent judgment and aiming to fit into a group.

The Relevance of This Bias for Your Business

Online reviews are a clear example of this bias in action. People trust others’ experiences to guide their own decisions. A business with many positive reviews is more likely to attract new customers simply because these reviews create a perception of quality and reliability. If you have two options, one with 4.5 stars and the other with 4 stars, most will choose the first option if all other factors are similar. Besides location and other personal factors, Google reviews are always a key factor in the consumer’s purchasing process.

How Localboss Can Help

Efficient Review Management

Localboss is an app designed to help you efficiently manage your reviews. Having control over your reviews allows you to highlight positive ones and appropriately respond to negative ones, showing potential customers that you care about their opinion. Even if you receive a negative review, the adverse effect can be mitigated with a prompt, resolution-focused response. Therefore, negative reviews won’t necessarily harm your business if you learn to manage them effectively.

On Localboss’s main interface, as shown in an example from one of our clients, you can obtain detailed information about the number of 5-star reviews needed to improve your rating (23 in this example), track the evolution of your real rating filtered by days, months, or years, and see reviews that are yet to be responded to. These are just some of the available features. You can find out more on our website.

Methods to Leverage This Mental Shortcut

Primarily, the best method to take advantage of the social influence bias is by creating a review strategy:

  • Promote Reviews: Use Localboss to encourage satisfied customers to leave reviews. You can send reminders after the service, train your employees on the best ways to ask for reviews, and provide a personalized QR code within the Localboss app to make the process as quick and easy as possible.
  • Respond to Reviews: Showing that you respond to reviews, whether positive or negative, increases the perception of your business as attentive and committed to customer satisfaction. From the Localboss app, you can easily see the reviews that need a response.
  • Highlight and Share Testimonials: Regularly post testimonials and positive reviews on your marketing channels to influence new customers’ perceptions. You can use Localboss’s features to highlight the best reviews on your social media. This not only leverages the social influence bias but also creates a positive, transparent, and trustworthy image of your business.

The Localboss app allows you to share the reviews you want on social media platforms like Instagram, X, or TikTok. Many of our clients also share reviews directly with their employees to motivate them for a job well done.


The social influence bias is a powerful tool that can significantly boost your business’s sales. By effectively managing and leveraging reviews with Localboss, you can create a positive and trustworthy perception that attracts more customers through simple social influence.

Ready to take control of your reviews and improve your business’s perception? Join Localboss today and discover how we can help you harness the power of social influence!

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