Big Think The psychology of persuasion, as told by an Ivy League professor _ Jonah Berger for Big Think+
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Aug 19, 2025 
Join Jonah Berger, a Wharton School professor and bestselling author, as he unveils the art of persuasion. He shares three pivotal strategies to shift conversations toward 'yes.' Discover how subtle tweaks in language can boost compliance and make your communication more compelling. Berger emphasizes the role of confidence and framing in shaping identity and responses, offering practical tips to enhance your persuasive skills. Prepare to transform the way you connect and convince others!
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Helper vs. Help Makes A Big Difference
- Researchers asked preschoolers to clean a messy classroom using two phrasings of the request.
- Calling kids “a helper” increased helping by ~50% compared with asking for help.
Identity Framing Boosts Consistent Behavior
- Small linguistic shifts turn actions into identities and change behavior.
- People act more consistently when a request frames the behavior as who they are.
One Letter, Big Political Effect
- Researchers found one-letter differences can affect turnout rates.
- Changing 'vote' to 'voter' increased turnout by about 15%.
