Summary of Invisible Influence: by Jonah Berger | Includes Analysis

By Instaread Summaries

Summary of Invisible Influence by Jonah Berger | Includes Analysis

 

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Invisible Influence by Jonah Berger is a close examination of the psychology behind behavioral decisions related to identity and branding. Many decisions that the average person makes every

• Language: English
• Publisher: Instaread, Inc
• Release date: Feb 23, 2019
• ISBN: 9781683784661

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Overview

Invisible Influence by Jonah Berger is a close examination of the psychology behind behavioral decisions related to identity and branding. Many decisions that the average person makes every day are deeply impacted by factors of which they are seldom aware. A person is likely to understand that others are influenced by suggestion but unlikely to recognize when the same factors can influence a personal decision.

Familiarity is a strong motivator for choices. People think more favorably about the things they see frequently even if they are unaware that they have seen them. They are also more likely to conform to group consensus, which can lead to increased popularity of popular products but can cause individuals to avoid contradicting a group that agreed on the wrong choice.

Individuals differentiate themselves from others by choosing unfamiliar options intentionally. Privately, the same people will make similar choices as the rest of the group. The need to express individuality is greater among people in higher socioeconomic classes, whereas those in lower classes care less when they make decisions similar to those of peers.

Brands and possessions can be a demonstration of identity, so brands attempt to manage the associations that people have with their products by trying to control their customer demographics. When a brand is associated with a