

774: Jonah Berger | The Hidden Forces that Shape Behavior
16 snips Jan 5, 2023
Joining the discussion is Jonah Berger, a Professor at the Wharton School of Business, known for his expertise in social influence and viral marketing. He reveals how our choices are deeply shaped by the unseen influence of others. Jonah provides insights on leveraging social influence as a decision-making tool and exposes the pitfalls of underachievement influenced by social groups. He also shares a game-changing negotiation trick that boosts success rates fivefold and strategies to guard against undesired influence.
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Invisible Influence
- We often wrongly believe our choices stem solely from personal preferences.
- External influences heavily shape our decisions, even if we don't realize it.
BMW Story
- Jonah Berger's father, a DC lawyer, lamented how everyone buys a BMW.
- Ironically, he drives one too, highlighting our blindness to self-influence.
Bias Blindness
- We often fail to see our own biases because influence is viewed negatively.
- Influence operates subconsciously, affecting us without our awareness.