Why do people on boats always wave? And why do strangers on the shore always wave back happily? The answer lies, as it does so often, in psychology and is called herd mentality or social proof. Humans are primarily emotional and social beings, which is why a variety of behaviors are not rational, but based on an established consensus or the adaption of how others are behaving in a situation. Especially when people feel uncertain, the behavior of peers provides guidance. This does not only apply to boats and waving but, more importantly, also to purchasing decisions.

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