INVISIBLE INFLUENCE: The Hidden Forces that Shape Behavior by Jonah Berger

Human behaviour is influence by countless environmental factors. Most of these factors we don t even realise. But Jonah Berger describes a series of studies that give you a deeper understanding of how these influences work in his new book Invisible Influence, The Hidden Forces that Shape Behavior. In this explainer video worked with Jonah to explain some of the basic concepts of invisible influence and how you can use them to improve your life and that of those around you. Scene 1 What causes us to make decisions in life. We think the answer is obvious. People know what s good for them. They weigh their options and make a rational decision When a waiter in a diner asks if you d like to order dessert after a meal the answer is easy. My belly isn t full + I love sweets of course I d like dessert In other words, YOU make YOUR OWN decisions. Scene 2 But what if there s four other people sitting at the table with you and