Invisible Influence

Why read it

• You will question the belief that your choices come only from your own tastes and preferences
• You will spot social influence in everyday decisions such as voting, eating, saving and buying a car
• You will see that people copy others but also pull away to stand out, and avoid choices tied to groups they dislike

Who it is for

• A marketer curious why people copy their neighbors
• A parent worried about peer pressure on teenagers
• Someone trying to see which of their choices are truly their own

Contents

1. Introduction
2. 1. Monkey See, Monkey Do
3. 2. A Horse of a Different Color
4. 3. Not If They’re Doing It
5. 4. Similar but Different
6. 5. Come On Baby, Light My Fire
7. Conclusion: Putting Social Influence to Work
8. About Jonah Berger

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