This principle states that we have a tendency to see an action as appropriate if other people are doing it. This psychological trait invades many areas of our life. Laugh tracks for television comedy shows come courtesy of this principle as well.
Do we think that something is funnier if others are laughing? Absolutely. Your neighbour, whom you never looked at twice, suddenly appears more attractive when you're told that every woman is dying to date him. Cherry red—the colour that the car salesman told you is the hottest seller of the season—suddenly becomes a must-have.
The key to avoiding the influence of this rule is to separate your level of interest from other people's desire. Just because you're told that something is the latest, best, hottest, or big-gest seller doesn't make it right for you.
—DAVID J. LIEBERMAN
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