Which do you trust more – a brand and its advertising or the opinion of your friends?

Unless you hang round particularly unsavoury types then I’m guessing you answered your friends.

When you buy a product on Amazon do you check the reviews before you buy?

If you’re like me, you do. Why? Social proof. When in doubt, you’re not going to blindly believe in the spiel from the company trying to part you from your cash, you want to see what other people – like you – have to say about their purchase.

So you trust your immediate peers the most but you’d trust a stranger ‘like you’ before you trust a company. That says a lot.