The Hidden Forces That Shape Behavior
Invisible Influence: The Hidden Forces That Shape Behavior, by Jonah Berger, delves into the power of social influence in our lives. Although most of us believe we make decisions based upon our individual preferences and beliefs, we are almost always influenced by the behaviors of the people around us. Berger uses research data as well as practical exercises and antidotes to help readers understand the invisible forces that drive us to do the things we do. He also provides tips on how to use our understanding of social influence to exert more control over our own behaviors to better our social and professional lives.
Jonah Berger is a professor at the Wharton School of the University of Pennsylvania. He is an expert on word of mouth, viral marketing, social influence, and trends.