The Hidden Forces that Shape Behavior
Simon & Schuster, 2016
The urge to conform works with the drive for individuality to shape your identity and consumer choices.
Jonah Berger, a marketing professor at the University of Pennsylvania’s Wharton School of Business, presents a basic primer about the forces of “social influence” and peer pressure. He explains how other people shape your thoughts, purchases and actions. Berger brings the right credentials; on his own and with partners, he has run studies to gauge the influence of social forces. He writes with a clear, straightforward style, packs in a lot of information, and simplifies complex ideas, as if trying to serve both marketing professionals and his marketing students. As in a classroom, he poses rhetorical questions. Berger covers a wide range of influence scenarios, showing great passion for his field. getAbstract recommends his text to marketing students and professors and to marketers as a reminder of how malleable human behavior can be.
About the Author
Jonah Berger, who also wrote the bestseller Contagious, is a marketing professor at the Wharton School at the University of Pennsylvania. His work has appeared in The New York Times, Science and the Harvard Business Review.
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