“Studies dating back at least three decades clearly show the power of social norms. We tend to ascribe our actions to more high-minded motives, or to practical concerns about money. But at its core, our behavior often boils down to that old mantra: Monkey see, monkey do.”
In fact, social proof is so persuasive that a study done in San Marcos, California found that people were more likely to change their energy usage habits when told that their neighbors were already conserving energy than when they were told that they could save significant money on their monthly utility bill.