Editing Social proof (section)

===Uncertainty about the correct conclusion===
Uncertainty is a major factor that encourages the use of social proof. One study found that when evaluating a product, consumers were more likely to incorporate the opinions of others through the use of social proof when their own experiences with the product were ambiguous, leaving uncertainty as to the correct conclusion that they should make.<ref>{{cite journal|last=Wooten|first=D|author2=Reed II, A |title=Informational Influence and the Ambiguity of Product Experience: Order Effects on the Weighting of Evidence|journal=Journal of Consumer Psychology|date=1 January 1998|volume=7|issue=1|pages=79–99|doi=10.1207/s15327663jcp0701_04}}</ref>