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The Roundtable

The Hidden Forces That Shape Behavior

Book Cover - Invisible Influence

  In his new book, Invisible Influence: The Hidden Forces that Shape Behavior, Jonah Berger explores the subtle, secret influences that affect the decisions we make—from what we buy, to the careers we choose, to what we eat.

Without our realizing it, other people’s behavior has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous occasion. Even strangers have a startling impact on our judgments and decisions: our attitudes toward a welfare policy shift if we’re told it is supported by Democrats versus Republicans (even though the policy is the same in both cases).

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