Why do sites show how many people are viewing?
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The Trick: What's the point of "12 people are looking at this right now"?
To make you copy what others seem to be doing. Social proof: when unsure, we follow the crowd. Activity counters manufacture a crowd. Source: Wikipedia – Social proof
Why It Works: Why are we so swayed by what others do?
Following others is usually a safe shortcut. In uncertain situations, others' behavior carries information. Marketers borrow the signal even when it isn't real. Source: Wikipedia – Social proof
How to Spot It: What's the tell of fake social proof?
Counters that never change or appear on every item. Regulators list fake activity messages as a dark pattern. Same number everywhere = decoration. Source: FTC – Bringing Dark Patterns to Light