Invisible Influence by Jonah Berger is a close examination of the psychology behind behavioral decisions related to identity and branding. Many decisions that the average person makes every day are deeply impacted by factors of which they are seldom aware. A person is likely to understand that others are influenced by suggestion but unlikely to recognize when the same factors can influence a personal decision.
Familiarity is a strong motivator for choices. People think more favorably about the things they see frequently even if they are unaware that they have seen them. They are also more likely to conform to group consensus, which can lead to increased popularity of popular products but can cause individuals to avoid contradicting a group that agreed on the wrong choice.
Please note: This is key takeaways and analysis of the book and not the original book.
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