When unsure how to act, people copy others, outsourcing their own decisions to others. Not only is this true when choosing a shop, or a cafe, but in weddings as well.

When Sylvan Goldman invented shopping trolleys, people didn’t want to use them because they seemed silly. So Goldman paid actors to use trolleys in his stores, and everyone quickly followed the trend. Can you imagine a shopping centre without trolleys today!? All it took was a few paid actors and it took off.