Situational factors

People are social by nature, and much of our behavior is influenced by others. We often look to others for guidance, especially when unsure, a phenomenon called social validation. We want to act in line with others, whether choosing a product, place to eat, or making other decisions. But why do we do this?

According to social psychology, behavior is shaped by both the situation (culture, social roles, and others’ presence) and personal traits. The theory of situationism suggests that our environment, including other people, plays a key role in guiding our actions.

This explains why customers trust ratings, reviews, and statements like “People also liked” or “Selling fast”—these cues provide reassurance. Other digital elements like product descriptions, tips, and notifications can also influence decisions, helping users feel more confident in their choices.