Part of a working relationship
The babies turn their heads when they hear a human voice, or smile when they perceive a human face. Adults seek closeness to others, they want to be part of a working relationship.
We are thinking about what others think of us. We try to be attractive and interesting. Humans are social creatures. They have a need for social proximity, after contact with others. Relations with other people are a reward for this need - we get attention, support, status, confirmation and more.
The theory of social effect
Bibb Latané formulated the theory of social effect. He postulates that social influence is determined by the factors strength, proximity and frequency. The strength is dependent on the status, skills and connection to the audience. The closer a source is, the greater its effect.
You will find out how you can use the spatial proximity to convince others. First of all, we maintain that proximity to other people creates a greater degree of similarity. If we see people even more often, then you will trust us alone, because we often see them near us.
Repetition leads to prominence
Repetition leads to familiarity, familiarity leads to familiarity, familiarity is more sympathetic to us. This is precisely the case for the people around us. Robert Zajonc demonstrated that people found a stimulus like words or faces more interesting and pleasant the more they were confronted with it. Even when we see people more often, we attribute to them even more powerful features, such as honesty or intelligence.
Viewed from this perspective, the large number of savings bank or Volksbanken branches no longer seems to us as a great service. Just by the fact that we meet so often at their branches and they have in our vicinity, they seem to us trustworthy. This is a clear mistake, because the number of branches does not say anything about the actual performance of the financial products.
Spatial proximity is important for the attraction
The spatial proximity to other people, in turn, is an important factor in interpersonal attraction. Despite the many possibilities in social networks, the most important interactions occur between people who are in the same place. Even our partners are usually found among people who are close to us long enough - at the university, at the workplace or in the sports club.
The need to interact with people in the local environment is so great that there are also Internet offerings in the USA. These have set themselves the task of networking people with virtual offers analogously. The social network Nextdoor wants to bring together people who live close to one another.
On the website, users can search for their neighborhood help search or offers, but also warnings, for example, from burglars set. Nextdoor has partnered with 170 cities and police in the US. Time magazine ranked it as one of the fifty best websites in the world last year. Currently, one in four communities in the US is registered, more than 40.000.
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