Like me, you probably think you go through life making informed decisions about everything you buy, consume, watch, and read. Jonah Berger, professor of marketing at the Wharton School Of Business, explains how wrong you are in his new book, "Invisible Influence: The Hidden Forces That Shape Behavior."
In our conversation, we discussed the ways we're influenced, and how you can use those tactics to influence others when asking for a raise, applying for a job, or negotiating to buy a car. He also revealed a strategy for betting on basketball games based on the halftime score, how being observed changes people's behavior, and the impact of other people answering a question before you do in a group setting.
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