Invisible Influence: The Hidden Forces that Shape Behavior
by Jonah Berger
Ninety-nine-point-nine percent of all decisions are shaped by others. It’s hard to find a decision or behavior that isn’t affected by other people. Novelty, at least at first, often evokes a mildly negative reaction. Because they are new, novel things require additional processing and attention. We have to figure out whether they are okay, whether they are safe. Our curiosity is piqued, but we also get a little anxious. Novelty can be scary. Even if the new thing is just a couple of turquoise towels.
Ninety-nine-point-nine percent of all decisions are shaped by others. It’s hard to find a decision or behavior that isn’t affected by other people.
Novelty, at least at first, often evokes a mildly negative reaction. Because they are new, novel things require additional processing and attention. We have to figure out whether they are okay, whether they are safe. Our curiosity is piqued, but we also get a little anxious. Novelty can be scary. Even if the new thing is just a couple of turquoise towels.
The idea that mere exposure increases liking may seem strange at first, but it has actually been shown in hundreds of experiments. Whether considering faces in a college yearbook, advertising messages, made-up words, fruit juices, and even buildings, the more people see something, the more they like it. Familiarity leads to liking.
Even though people didn’t realize it, thinking about different words while reading about Donald colored the way he seemed. The words activated different ideas in people’s minds, which then spilled over to affect their perceptions of him. All without their awareness. And all driven by the power of nonconscious influence.
To encourage dissenting views, some managers explicitly give one person the job of constantly voicing an opposing perspective. Not only does it encourage people who hold that particular perspective to speak up, it encourages other alternative viewpoints as well.
"Ninety-nine-point-nine percent of all decisions are shaped by others. It’s hard to find a decision or behavior that isn’t affected by other people."
"Novelty, at least at first, often evokes a mildly negative reaction. Because they are new, novel things require additional processing and attention. We have to figure out whether they are okay, whether they are safe. Our curiosity is piqued, but we also get a little anxious. Novelty can be scary. Even if the new thing is just a couple of turquoise towels."
"The idea that mere exposure increases liking may seem strange at first, but it has actually been shown in hundreds of experiments. Whether considering faces in a college yearbook, advertising messages, made-up words, fruit juices, and even buildings, the more people see something, the more they like it. Familiarity leads to liking."
"Even though people didn’t realize it, thinking about different words while reading about Donald colored the way he seemed. The words activated different ideas in people’s minds, which then spilled over to affect their perceptions of him. All without their awareness. And all driven by the power of nonconscious influence."
"To encourage dissenting views, some managers explicitly give one person the job of constantly voicing an opposing perspective. Not only does it encourage people who hold that particular perspective to speak up, it encourages other alternative viewpoints as well."
"In competition, then, it’s not just about being behind. It’s about how far behind someone is. Being down by a little is often more motivating than being down by a lot because people are closer to achieving their goal of winning."
"Going first is also an easy way to shape the discussion. While not everyone may agree, it provides a gravitational attraction, encouraging neutral others to glom on."
- →Ninety-nine-point-nine percent of all decisions are shaped by others. It’s hard to find a decision or behavior that isn’t affected by other people.
- →In competition, then, it’s not just about being behind. It’s about how far behind someone is. Being down by a little is often more motivating than being down by a lot because people are closer to achieving their goal of winning.
Looking for something similar?
Describe your situation. The search finds the right book from the entire library.