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# Psychology

- **Bystander effect:** Too much social proof reduces urgency. Mitigate with exclusivity, urgency, personalization.
- **Negative social proof:** Don't normalize undesired behavior. Bad: "70% abandon checkout." Better: "Join the 30% who complete their purchase."
- **Similarity principle:** Proof is strongest when prospects identify with the source — same industry, size, role, pain points.
