In Depth cover image

How to lower barriers to change when building and selling products — Jonah Berger’s advice for founders

In Depth

CHAPTER

Additive New Ideas - What's New in the Book?

Some of this book is deeply my own. There's research in the Coronavirus evidence chapter that is not even published yet on how multiple doses of influence encourage people to take action if they're concentrated in time. In the reactants chapter, I talk about providing a menu and the power of choice. And we just recently published a paper showing even if you give people sort of unrelated choice, which ice cream do you like better? Vanilla or chocolate? Dogs or cats? Duke or UNC?"

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