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Review: Invisible Influence: The Hidden Forces that Shape Behavior

Invisible Influence: The Hidden Forces that Shape Behavior
Invisible Influence: The Hidden Forces that Shape Behavior by Jonah Berger
My rating: 5 of 5 stars

There’s something disquieting about reading a book that shines a bright light on our motivations and behaviors–the ugly ones, the ones we don’t really want to “own,” the ones about how we are constantly shaped by the people around us, how we strive to increase our associations to others (groups) we find attractive, appealing, and/or aspire to belong while we decrease our associations to others (groups) we find unappealing, repellant, our opposites — i.e., “folks not like me.”

This is a thought-provoking, fun yet at times discomforting read by Wharton Professor, Jonah Berger. Based on the number of “aha moments” I had while reading it, I’d go so far as to say there’s brilliance in these pages. Jonah’s style is conversational, accessible and thoroughly engaging. He relies heavily on storytelling and research to bring the ideas to life. From basic mimicking behavior, unconscious party over policy beliefs, acting/not acting consistent with your tribe, “familiar with a twist” strategies for aiding the adoption of the new or radical, categorization tactics to boost motivation, nurture over nature, and more –there are lots to learn and apply to oneself and others.

There’s the potential to see yourself and the world differently by reading this book but doing so requires the fortitude and honesty to keep defenses down and mind open to self-reflection and empathy. So very much to gain from this book — I loved it.

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2017-07-08T17:33:17+00:00 July 8th, 2017|Book Review, Consumer Behavior, Nonfiction, Psychology|Comments Off on Review: Invisible Influence: The Hidden Forces that Shape Behavior