The Jordan Harbinger Show

414: Jonah Berger | How to Change Anyone's Mind

Oct 8, 2020

Join Jonah Berger, a Wharton professor and expert in consumer behavior, as he unpacks the art of persuasion. He explains why traditional methods often backfire and how offering a 'menu' of choices can empower decision-making. Discover the surprising impact of campaigns, including how some anti-smoking efforts have the opposite effect. Berger also discusses the psychology behind negotiation and the subtle influences that shape our daily choices, revealing tactics to guide rather than push others toward change.

01:05:52

Episode guests

Jonah Berger

Highlights

AI Chapters

Episode notes

Dependence and Gratitude: Recognizing the Interconnectedness of our Daily Lives

01:24

How Asking Questions Can Drive Commitment and Accountability in a Startup

00:56

I'm Not Saying, Hey, Put on Your Pants or Your Shirt

00:57

Understanding and Influence in Hostage Negotiations

01:31

Intro

3min

Mastering Subtle Persuasion

9min

Understanding Behavior Through Challenges

20min

The Art of Negotiation and Influence

11min

Recognizing Hidden Costs in Everyday Decisions

2min

Invisible Influences on Investment Decisions

9min

The Balance Between Familiarity and Novelty in Advertising and Choices

2min

The Art of Subtle Signaling in Fashion and Gratitude

8min

The Intricacies of Reverse Influencer Marketing

3min

Jonah Berger (@j1berger) is a professor at Wharton and a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors catch on. He's also a bestselling author; his latest book is The Catalyst: How to Change Anyone's Mind.

What We Discuss with Jonah Berger:

How the ingrained anti-persuasion radar we all possess makes it harder for us to follow even the best advice.
Why providing someone with a "menu" of options is a far more effective method of persuasion than giving them a single option.
While pushing works well when we want to move furniture, we're better off identifying obstacles and removing them when we want to guide another person in a certain direction.
How effective advertising overcomes our anti-persuasion radar and gets us invested in the idea of buying products.
Why most anti-smoking campaigns have an effect opposite of their intentions, and how a Thai campaign cleverly adopted a tactic that actually worked.
And much more...

Full show notes and resources can be found here: jordanharbinger.com/414

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