In Invisible Impact, the New York Moments bestselling author of Contagious explores the simple influences that affect the decisions we make-from what we should buy, to the careers we choose, to what we eat.

“Jonah Berger did it again: written a remarkable reserve that brims with ideas and equipment for how to take into account the world.” -Charles Duhigg, author of The Power of Habit

If you’re like most people, you think your individual tastes and opinions travel your alternatives and behaviors. You put on a about Invisible Influence: The Hidden Forces that Shape Behavior certain jacket because you liked how it looked. You picked a specific profession because you found it interesting. The notion that our choices are powered by our very own personal thoughts and opinions is patently apparent. 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 towards the momentous. Even strangers have an impact on our judgments and decisions: our behaviour toward a welfare policy shift if we’re informed it is supported by Democrats versus Republicans (despite the fact that the policy is the same). But social influence doesn’t just lead us to do the same things as others. In some instances we imitate others around us. But in additional cases we avoid particular options or behaviors because other folks are performing them. We end listening to a band because each goes mainstream. We neglect buying the minivan because we don’t need to look like a soccer mom.

By focusing on how public influence works, we can decide when to resist and when to accept it-and understand how we can use this knowledge to exercise even more control over our very own behavior. In Invisible Impact, Jonah Berger “is consistently entertaining, applying science to real life in surprising ways and detailing research through narrative. His book fascinates since it opens up the shifting parts of a mysterious machine, allowing readers to view them doing his thing” (Publishers Weekly).