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Invisible Influence [PDF / EPUB] Invisible Influence In Invisible Influence the New York Times bestselling author of Contagious explores the subtle influences that affect the decisions we make—from what we buy to the careers we choose to what we eat In Invisible Influence the New York Times bestselling author of Contagious explores the subtle influences that affect the decisions we make—from what we buy to the careers we choose to what we eat “Jonah Berger has done it again written a fascinating book that brims with ideas and tools for how to think about the world” —Charles Duhigg author of The Power of HabitIf 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 control over our own behavior.


About the Author: Jonah Berger

Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and bestselling author of Contagious Why Things Catch On and Invisible Influence The Hidden Forces that Shape BehaviorDr Berger has spent over years studying how social influence works and how it drives products and ideas to catch on He’s published dozens of articles in top tier academic journals.



10 thoughts on “Invisible Influence

  1. says:

    I received this via NetGalley and admit I didn't finish itI liked the first 20% The concept of mimicry is excellent It's that we mimic those around usAt the 30% mark I realized that there's very little research to support the stories By 35% I was skimmingForty percent should I finish it?And 50% I was doneThere are lots of stories about college students and their behaviors Occasionally research studies were referenced Maybe this was too pop psychology for me? It was lots of broad demographic generalizations and nothing groundbreaking For either marketing or life Perhaps it's targeted at people who believe a Facebook uiz can define their I?


  2. says:

    A very fast read but lacking in substance compared to Contagious These genres of books tend to blend together Same stories different angle Not a lot of new here


  3. says:

    I received this book for free through Goodreads' Giveaways programsThe premise of Jonah Berger's book is intriguing we don't make decisions that are truly our own Instead we are constantly relying on input from others without fully realizing it This book struck me an entertaining somewhat pop psychology book that had some interesting information who knew that youngest children are usually the most likely to be top athletes? But overall I thought it was pretty bland Of course we are influenced by what others buy do and think This book reinforced that and showed just how much this is the case When he delved a little deeper like talking about the use of names starting with K after Hurricane Katrina I found his work much interesting An entertaining and uick read which doesn't shed that much light on something we already know


  4. says:

    Incredible book Behavioral economics is my new favorite thing You can tell I'm an INTPWhat is happening when you shop when you live in amongst the world What factors play into your influences? This book was absolutely amazing at describing these 465


  5. says:

    Good book Here is what I want to rememberp59 If people can't see or observe what others are doing there is no way for those others to influence themSocial influence only works when other people's opinions or behaviors are observablep 65 Birth order is the biggest predictor of elite athletes 75% have at least one older siblingp68 69 Sibling rivalry is about who gets to be a certain type of person and who has to be someone elseKids' personalities even seem to shift over time in opposition to their siblingsForever connected but forever striving for differencep86 The illusion of distinction we focus on the ways we are different even if at the core we are very much the samep97 Social influence seems to push us to be both the same and different Imitating others and distinguishing ourselves from them and it matters who the others are and what choices they makep230 Peers don't just affect what we choose they motivate us to actionBut even though others shape almost everything we do we are often unaware that this impact occurs


  6. says:

    I loved this book In line with Malcom Gladwell I am fascinated by social psychology and what drives humans to do what they do I enjoyed his scenarios his stories and his statistics I found myself plotting how I could use social influence to make better choices to motivate me and leverage the now visible to work in my favor


  7. says:

    So disappointing I was a huge fan of Berger's previous book Contagious It's actually on my favorites shelf This new book lacks the structure and applicability that made his previous book so useful It also feels overwritten As though the publishereditor asked him to stretch out the content a liiiiiittle bit Here's an example Teenagers are unlikely to be confused with 40 year old business executives All of this filler gets in the way of some of his interesting points There are some fun nuggets such as how siblings try to differentiate themselves and how audiences impact our performance in different situations but they are disappointingly few and far between


  8. says:

    While there are a number of books on this subject Berger's stands out for its Malcolm Gladwell like accessibility and depth of understanding For those not familiar with the social impact on our day to day choices this is an excellent introduction Freuently books like this seem geared for corporate drones trying to become slightly human Berger avoids those sorts of pitfalls with great humor and brio while also offering ways in which this information could be used effectively for personal growth and development Highly readable and highly recommended


  9. says:

    Thanks to Netgalley for an ARC in exchange for an honest review The writing is good but the subject is a bit ho hum I just kept thinking the information wasn't very ground breaking Perhaps students of psychology and sociology would appreciate the in depth discussion of influencing others


  10. says:

    I read the book “Contagious Why Things catch on” of Jonah Berger I loved the book and decided to read “Invisible Influence” as well This book narrates interesting experiments and examples to explain how social influence affects our choices and behaviour in both subtle and explicit ways The book starts by explaining that we do not see social influence affecting our behaviour because society tells us that being influenced is a bad thing The book describes the science of social influence and is full of interesting insights and observations Some of the insightful examples from the book are as follows 1 More exposure to a person leads to familiarity which makes the person attractive and likeable This is the reason why so many people find their soulmates at work or school where they spend most of their time 2 While parking cars people tend to look for the areas where everyone has parked If there are no cars parked in an area people sense a concern there and avoid those places for parking 3 Married people look so similar after being together for many years This is because in the first place people look for similar looking soulmates Second they make the same expressions at the same time for years together leaving similar traces on their faces 4 During negotiations and social interactions which involve persuasion mimicry helps build rapport with the other person This is because when someone behaves the same way as we do we start seeing ourselves interconnected closer and interdependent 5 Waiters at the restaurants are likely to get 70% higher tip if they repeat the orders back to us word by word Mimicking the language and mannerisms helps to increase the affiliation and liking with the customers6 Even experts are wrong in predicting the success stories For example J K Rowling’s manuscript was rejected by the first twelve publishers People tend to follow those who liked before them and then these small random differences snowball into a huge difference in popularity If a song is already popular we are likely to give it a listen because we know that following others saves us time and probably leads us to enjoyable experiences 7 In corporate managers need to encourage diverse viewpoints To facilitate this in meetings managers give one person the job of constantly voicing an opposing perspective This helps bring out other alternative viewpoints as well 8 Sibling rivalry causes younger siblings to differentiate themselves from the studious older siblings In order to carve their own paths younger siblings tend to be better at sports whereas older siblings are known to be better in academics 9 The need to differentiate or blend in with others is also influenced by the cultural context For example American culture values distinction independence and autonomy whereas in Eastern cultures such as Japan blending in with the group is important and standing out is considered bad 10 Working class people prefer popular items over less popular items They prefer similarity over differentiation Middle class or upper class people prefer uniue and differentiated products 11 People not only care about whether others are doing it or how many others are doing it but also who those others are doing it People diverge to avoid being misidentified or communicating undesired identities For example women think of computer science as dominated by geeky guys who love Star Trek and video games and many women do not aspire for this identity Identity concerns lead many talented women to choose other fields 12 People tend to diverge in the choices which signal identity Choices such as hairstyle are seen easily and are likely to be used for identity inferences Paper towels are functional as they are used privately and do not signal any identity 13 Social influence can be helpful for encouraging good decisions Associating desired behaviours with aspiration groups or desired identities is very effective People are likely to not get themselves tested for a disease caused by a stigmatized reason such as unprotected sex Health risks can be mitigated by not associating the disease with a stigmatized reason 14 Familiarity leads to liking and liking similar things makes our judgement easier We want to be similar yet different Similarity shapes popularity because it makes novel things feel familiar 15 If the participants have done a particular task many times before spectators help facilitate performance but if the task is difficult or involves learning something new spectators would inhibit performance Last but not the least the book emphasizes that social influence can be a powerful motivating force while trying to inspire a sales team or encourage students to learn Understanding social influence is important to maintain our individuality and avoid being swept up in the crowd This also helps us have fulfilling social interactions and use others to help us make better informed decisions By understanding when social influence is beneficial we can decide when to resist influence and when to embrace it Understanding social influence and its impact on us can help solve several complex social and business problems Tapping the power of social influence and the contributing factors such as cultural context key influencers familiarity mimicking behaviour and social stigma can lead to developing effective marketing campaigns for functional as well as hedonic products for different target markets There are some products such as condoms plus size clothes adult diapers and feminine hygiene products which are associated with social stigma These products can be easily sold to the consumers in need if the social stigma is removed from these products It opens doors to several new insights about understanding consumer behaviour and how marketers can leverage these insights To summarize the book is very entertaining in its narrative and made me sit and think about some real life instances and how their “invisible influence” affected so many decisions in my life


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