More than 99 percent of our decisions are shaped by others. From the clothing we buy to the cars we drive to the political candidates we vote for, our choices are the results of the invisible influence of those around us. And once we recognize that, we start to see our behavior -- and the behavior of others -- in a whole new way.

Jonah Berger, marketing professor at the Wharton School of the University of Pennsylvania, has spent 15 years studying the ways that influence impacts our lives. He wrote about it in his bestselling book, Contagious: Why Things Catch On, and, now, in his latest book, Invisible Influence: The Hidden Forces that Shape Behavior.

In this fascinating and compelling interview, he shares insights on:

Two reasons why we often overlook the power of influence
What animals can teach us about learned behaviors
When peers can improve our performance and when they can work against it
A common trait among most elite athletes
The power of the Goldilocks Effect when it comes to designing products and services
What cockroaches can teach us about performance and peers
The secret to changing behavior
The power of proximal peers in motivating ourselves and others

Episode Links

@j1berger

www.jonahberger.com

Contagious: Why Things Catch on By Jonah Berger

Livestrong

Monkeys Adept at Picking up Social Cues

The Goldilocks Effect

Segway

The Horsey Horseless

Robert Zajonc and Social Facilitation

Dan Yates and Opower

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CM 044: Jonah Berger on Hidden Forces Shaping Our Behavior

Curious Minds at Work