Ep #120: Invisible Influence with Jonah Berger
Why do most people think they’re immune to social pressures? Can being aware of this “invisible influence” make you more likely to overcome them? Jonah Berger joins us this week to answer these questions and more about why people act the way they do.
Jonah’s book, Invisible Influence: The Hidden Forces that Shape Behavior, is all about the subtle social influences that affect our decision-making processes every day. Through research, Jonah and others have revealed that many things — products, people, and decisions included — don’t succeed or fail just based on quality, but more often because of unseen social forces. Jonah also details the fascinating connection between individual motivation and the success of others around you.
In this brief but jam-packed interview, Jonah touches on key findings in the book and provides some real-world examples of influence in action: business meetings, neighborhood behaviors, and NBA players. Jonah also describes how his resources can help you increase your influence, learn to use others as motivational tools, and make better solo and group decisions.
Jonah Berger is a Marketing Professor at the Wharton School of Business at the University of Pennsylvania. He is a globally respected expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors become popular — sometimes, practically contagious.
Jonah has published dozens of articles in top‐tier academic journals, but his writing is in no way limited to the academic. The New York Times and Harvard Business Review often distill his academic work for a popular audience, and he has adapted his own lessons into several engaging books. Jonah’s previous book, Contagious: Why Things Catch On is a New York Times and Wall Street Journal bestseller, and hundreds of thousands of copies are in print in more than 30 languages. His new bestseller is Invisible Influence: The Hidden Forces that Shape Behavior, which once again makes apparent the invisible forces that often guide our actions.
This is a wonderful opportunity to hear from a brilliant academic and writer on how you can better understand influence, so join us for this insightful conversation!
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On Today’s Episode We’ll Learn:
- Why people think social proof and other influence tactics work on other people – but not themselves.
- Why some people think being influenced is a bad thing, and why this isn’t necessarily the case.
- How to recognize influences you’re under, and how to choose your own.
- Why people have conflicting motivations both to fit in and to be unique and how these motivations can be leveraged.
- How to become a more successful negotiator using influence techniques.
- Connect with Jonah: JonahBerger.com | Twitter
- Amazon: Invisible Influence: The Hidden Forces that Shape Behavior
- Kindle: Invisible Influence: The Hidden Forces that Shape Behavior
- Audible: Invisible Influence: The Hidden Forces that Shape Behavior
- Amazon: Contagious: Why Things Catch On
- “Evolutionary forces are causing a boom in bad science” from NewScientist.com
- Amazon: Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely
- Amazon: Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Dooley
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Full Episode Transcript: