Social Proof

Quick Definition: First described in Influence, social proof refers to the increasing perceived value of any particular person within a social setting, usually through explicit or implicit DHVs.

Full Definition:

Social proof is great for building attraction, value, and lowering bitch shields at any venue or social gathering. Short term social proof refers to the events that happen as soon as a PUA is in a venue (or as Mystery likes to say, “when you are on stage”), and each consecutive event that gives evidence of his higher value.

Social Proof in Lifestyle Building

Long term social proof can derive from fame, personal branding, an association with another entity (business, charity, school, club promotion company), or family lineage, among other things. These traits are generally well known within the immediate community and become the PUA’s personal brand that communicates, memorably and quickly, his core values to the marketplace.

Please note that social proof need not be real. It only has to be strong evidence of the PUA’s perceived value. Long term, however, it becomes increasingly more difficult to sustain DHVs and social proof if the proof is inconsistent with the PUA’s core personality.

The concept of social proof is especially important in women and is related to the concept of preselection. Because it takes a woman a longer time to judge a man’s S&R value, whereas we can infer it right away by looking at her, the signals that are sent out via social proof about the man’s social value are amplified. Whereas men will be enticed by a rich Cougar, we will still refrain from bedding her if she’s hideous looking. The woman who sleeps with the rich ugly old man, however, is still considered to be getting a good deal.

Social Proof in Marketing

Advertisers have long tapped into the power of social proof by showing commercials with girls fondling over guys while the man learns to use the proper shampoo for his hair. Online marketers learn to generate the “everyone is buying this” effect, to which others must reason that the product is good if it is being sold out at such a high rate.


By knowing the staff at Matrix, I have a lot of social proof when I come to this place.

Further Reading:

Related Terms: DHV, Flash Game, Venue, Proximity, AI, pAImAI, Social Circle, Preselection, Stripper Game, Pivot, Tribe, Pawn

Source: Robert Cialdini