I should probably preface what follows with the fact that I am a big fan of Jonah Berger’s work. As a researcher, Berger has a knack for asking intriguing questions and finding ways to analyse those insights through interesting experiments. As a writer, Berger is extremely talented in conveying scientific research in a way that isn’t just easy to understand, but enjoyable to read. And in all of this, Berger’s latest book Invisible Influence: The Hidden Forces that Shape Behaviour lives up to prior expectations.
In Invisible Influence Berger explores examples of social influence, or ways people are swayed by the choices and actions of others around them. Berger shares findings on how familiarity, difference, and competition, among others, encourage people to behave in certain ways. In so doing, Berger draws from his own research, as well as the work of many more scientists, including other favourites such as Robert Cialdini.
Berger builds engaging narratives with each type of social influence, creating chapters based around human stories and examples. With each aspect of social influence explored, Berger applies this understanding to practical examples where using persuasion could encourage people to make better decisions.
Invisible Influence is an immensely enjoyable read – almost too much so. I breezed through this book so quickly I was left wanting more. Berger’s style is so simple and fun to digest it makes Invisible Influence the perfect summer or holiday read. It’s definitely a book I will be revisiting in the future, both for the fun of it, but also the 15 pages or so of footnotes and source material.
Well done, Jonah, give me more!
Invisible Influence is available on Amazon.