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Invisible Influence de Jonah Berger

Invisible Influence

Autor Jonah Berger
en Limba Engleză Paperback – 20 iun 2017

Observăm în Invisible Influence o abordare riguroasă a interdependenței dintre psihologia cognitivă, sociologie și marketingul comportamental. Jonah Berger descompune mecanismele invizibile care ne ghidează alegerile, demontând mitul autonomiei absolute în procesul decizional. Analiza sa nu se rezumă doar la conformism, ci explorează și fenomenul de divergență — motivele pentru care uneori abandonăm un brand sau un comportament tocmai pentru că acesta a devenit prea popular.

Apreciem structura narativă a cărții, care transformă datele de cercetare academică în studii de caz accesibile. De exemplu, modul în care etichetarea unei politici publice drept „republicană” sau „democrată” schimbă radical susținerea cetățenilor, indiferent de conținutul real al măsurii, oferă o perspectivă clară asupra puterii identității de grup. Această ediție în limba engleză subliniază relevanța curriculumului de științe sociale prin integrarea conceptelor de semnalizare socială și identitate.

Ca alternativă la The Psychology of Influence de Joop Pligt pentru cursurile de psihologie socială, lucrarea lui Berger are avantajul unei aplicabilități imediate în mediul de afaceri și social media, fiind mai puțin un manual teoretic și mai mult o hartă a influențelor practice. În contextul operei sale, Invisible Influence face tranziția de la mecanica viralității explorată în Contagious către psihologia internă a individului, pregătind terenul pentru strategiile de persuasiune din Catalyst. Ne-a atras atenția în mod deosebit echilibrul dintre rigoarea științifică a unui profesor de la Wharton și stilul jurnalistic captivant, care permite cititorului să identifice aceste forțe ascunse în propria viață.

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Specificații

ISBN-13: 9781476759739
ISBN-10: 1476759731
Pagini: 272
Dimensiuni: 142 x 213 x 20 mm
Greutate: 0.24 kg
Editura: Simon&Schuster

De ce să citești această carte

Recomandăm această carte oricărui profesionist din marketing, sociologie sau management care dorește să înțeleagă de ce oamenii fac alegerile pe care le fac. Cititorul câștigă instrumente concrete pentru a recunoaște când este influențat și cum poate utiliza aceste forțe pentru a genera schimbare. Este un ghid esențial pentru a naviga într-o lume în care deciziile noastre sunt mai conectate decât am vrea să admitem.

Despre autor

Jonah Berger este profesor la Wharton School din cadrul University of Pennsylvania și un expert recunoscut la nivel mondial în schimbare comportamentală, marketing viral și influență socială. Autor de bestselleruri internaționale, Berger a publicat peste 50 de articole în jurnale academice de prestigiu și oferă consultanță pentru giganți tehnologici precum Google, Apple și Amazon. Lucrările sale, printre care se numără Contagious și Catalyst, au fost traduse în peste 35 de țări, consolidându-i reputația de specialist care poate traduce cercetarea complexă în strategii aplicabile pentru afaceri și viața publică.

Descriere scurtă

Jonah Berger, the bestselling author of Contagious, explores the subtle, secret influences that affect the decisions we make--from what we buy, to the careers we choose, to what we eat--in his latest New York Times bestseller that is a "rare business book that's both informative and enough fun to take to the beach" (Fortune.com).
If you're like most people, you think your individual tastes and opinions drive your choices and behaviors. You wear a certain jacket because you liked how it looked. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. Right? Wrong.
Without our realizing it, other people's behavior has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous. Even strangers have an impact on our judgments and decisions: our attitudes toward a welfare policy shift if we're told it is supported by Democrats versus Republicans (even though the policy is the same). But social influence doesn't just lead us to do the same things as others. In some cases we imitate others around us. But in other cases we avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don't want to look like a soccer mom.
By understanding how social influence works, we can decide when to resist and when to embrace it--and learn how we can use this knowledge to exercise more control over our own behavior. In Invisible Influence, Jonah Berger "is consistently entertaining, applying science to real life in surprising ways and explaining research through narrative. His book fascinates because it opens up the moving parts of a mysterious machine, allowing readers to watch them in action" (Publishers Weekly).

Notă biografică

Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious, Invisible Influence, and The Catalyst. He's a world-renowned expert on social influence, word of mouth, and why products, ideas, and behaviors catch on and has published over 50 papers in top-tier academic journals. He has consulted for a range of Fortune 500 companies, keynoted hundreds of events, and popular accounts of his work often appear in places like The New York Times, The Wall Street Journal, and Harvard Business Review. His research has also been featured in the New York Times Magazine's "Year in Ideas."

Recenzii

"With great insight, Jonah Berger removes the cloak of invisibility from powerful sources of influence and resolves fascinating mysteries of human behavior." - Robert Cialdini, author of Influence
“If you want to know what really influences your behavior, read Jonah Berger’s latest eye-opening book, packed with thought-provoking research, memorable stories, and powerful insights. A terrific read!”—William Ury, author of Getting to Yes with Yourself
“As he did with Contagious, Jonah Berger takes us deep beneath the surface of things, with mesmerizing results. Invisible Influence is a book with the power to transform the way we see ourselves and our place in the world.”
—Arianna Huffington, author of Thrive
“Jonah Berger has done it again: Written a fascinating book that brims with ideas and tools for how to think about the world.”
– Charles Duhigg, author of The Power of Habit
“From the very first page, this book will change the way you look at yourself—and others. Eye-opening and thoroughly engaging.”
—Amy Cuddy, author of Presence
“Whether you want to influence others, make smarter decisions, or just better understand the mystery that is human behavior, this book will show you how. A terrific, insightful read.”
—Tony Hsieh, CEO of Zappos
“Berger offers an engaging guide to the concept of social influence. Berger’s prose is consistently entertaining, applying science to real life in surprising ways and explaining research through narrative. His book fascinates because it opens up the moving parts of a mysterious machine, allowing readers to watch them in action.”
—Publishers Weekly
“Berger picks up where his Contagious: Why Things Catch On (2013) left off to explore why we desire what we do—and more, why we act as we do, politically, socially, economically, and emotionally… he does a good job of distilling scientific insights into easily understood object lessons on social psychology.”—Kirkus Reviews
"Jonah continues to be one of the most innovative psychological researchers publishing today. His insights are not only thought provoking and counter-intuitive, he manages to express them in a practical and pragmatic way. I'll read anything he writes—and use it too."—Ryan Holiday, author of Trust Me I'm Lying and Growth Hacker Marketing.
“Invisible Influence is that rare business book that’s both informative and enough fun to take to the beach.”—Anne Fisher, Fortune.com
“Grab one or both of his books and read them through the lens of your own business.  Just maybe you will become more effective at influencing your customers.”—Inc.com
"This winding exploration of our collective psyche is fascinating..."—The Washington Post 

Descriere

Descriere de la o altă ediție sau format:
If you’re like most people, you think that your choices and behaviors are driven by your individual, personal tastes and opinions.
   You picked a jacket because you liked the way it looked. You picked a particular career because you found itinteresting. The notion that our choices are driven by our own personal thoughts and opinions seems so obvious that it is not even worth mentioning. Except that it’s wrong.
   Without our realizing it, other people’s behavior – what psychologists call “social influence” – has a huge influence on everything we do at every moment of our lives, from the mundane (which movie to see or place to have lunch) to the momentous (which career path to take or person to marry).
   We make riskier decisions because someone patted us on the shoulder. We like the name Mia because Madison and Sophia are popular names this year. Even strangers, or people we may never meet, have a startling impact on our judgments and decisions: our attitudes towards a welfare policy totally shift if we’re told it is supported by Democrats versus Republicans, even though the policy is the same in both cases.
   But social influence doesn’t just lead us to do the same things as others. Like a magnet it can attract, but it also can repel. In some cases we conform, or imitate others around us. But in other cases we diverge, or avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don’t want to look like the soccer mom.
   By understanding how social influence works, we can decide when to resist and when to embrace it: we can affect others behavior and use others to help us make better-informed decisions.