conversation with a cousin 

Mp: 

Most humans are evangelists when it comes to things they like - and it is true for books too.
It goes up several notches for things they believe in, rather than like.

Me:

because other people believing the same thing adds to the proof ?

proof for the belief, for which there isn't any, that is... else it would be fact

( what proof can there be for something that needs belief ? obviously less than enough ! - 

I believe X because everybody else believes in X. however everyone is saying the same thing. massive circle jerk)

Mp:
Kind of. I think there is a subconscious need for validation

Me:

We are influenced by others,  and authority, among 6 things as per the Cialdini book

Evangelism works by 'liking' first , then 'consensus', and if enough people get on board, it becomes 'authority'

(in the middle, after 'liking', comes repetition, that leads to 'consistency', 'commitment'

it can also start with 'reciprocity', which leads to 'liking' ;;

once you reach consistency and commitment levels, your freedom starts being forfeit)