The Mind Of The Buyer: A Psychology Of Selling -

In uncertain situations, we look to others. Testimonials and "bestseller" tags reduce the perceived risk of a new purchase.

Humans are biologically wired to make decisions emotionally and then justify them with logic. The Mind of the Buyer: A Psychology of Selling

Once the emotion is triggered, the buyer looks for data, specs, and ROI to prove to themselves (and others) that they aren't being impulsive. In uncertain situations, we look to others