Invisible Influence: The Hidden Forces that Shape Behavior

Jonah Berger, the bestselling author of Contagious, explores the subtle, secret influences that affect the decisions we make—from what we buy, to the careers we choose, to what we eat—in his latest New York Times bestseller that is a “rare business book that’s both informative and enough fun to take to the beach” (Fortune.com).

If you’re like most people, you think your individual tastes and opinions drive your choices and behaviors. You wear a certain jacket because you liked how it looked. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. Right? Wrong.

Without our realizing it, other people’s behavior has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous. Even strangers have an impact on our judgments and decisions: our attitudes toward a welfare policy shift if we’re told it is supported by Democrats versus Republicans (even though the policy is the same). But social influence doesn’t just lead us to do the same things as others. In some cases we imitate others around us. But in other cases we avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don’t want to look like a soccer mom.

By understanding how social influence works, we can decide when to resist and when to embrace it—and learn how we can use this knowledge to exercise more control over our own behavior. In Invisible Influence, Jonah Berger “is consistently entertaining, applying science to real life in surprising ways and explaining research through narrative. His book fascinates because it opens up the moving parts of a mysterious machine, allowing readers to watch them in action” (Publishers Weekly).

• Contagious: Why Things Catch On
• Hooked: How to Build Habit-Forming Products
• Methods of Persuasion: How to Use Psychology to Influence Human Behavior
• Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising
• Pre-Suasion: A Revolutionary Way to Influence and Persuade
• Influence: The Psychology of Persuasion, Revised Edition
• Hit Makers: How to Succeed in an Age of Distraction
• Vegucation Over Medication: The Myths, Lies, And Truths About Modern Foods And Medicines
• All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
• Introducing NLP: Psychological Skills for Understanding and Influencing People (Neuro-Linguistic Programming)