Berger uses an assortment of personal anecdotes, pop culture references, and academic research to help readers not only recognize the ways they’re being influenced, but also to provide concrete suggestions for how to take advantage of the upsides of influence and avoid its downsides. In his latest book, Invisible Influence: The Hidden Forces That Shape Behavior, Jonah Berger, a marketing professor at The Wharton School of the University of Pennsylvania, discusses the ways in which our behavior is shaped by others and examines our constant struggle to be optimally distinct-not too different and not too similar. These are just a couple of examples of how we’re influenced by those around us, whether we’re aware of it or not. What you don’t realize is that it’s not your taste in clothes that’s changed, what’s changed is stripes are in style this season and everyone around you is wearing them.
On another occasion, you’re at the mall and find yourself purchasing a striped shirt, even though you don’t usually wear stripes. It’s Election Day and you weren’t planning to vote, but everyone at work is wearing an “I voted” sticker, so you decide to leave the office early to cast your ballot.
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