Even though research finds that it makes us less satisfied with what we end up eating. In situations like these, most of us tend to switch our order and pick something else. You’re planning on ordering the salmon, but before you get the chance, someone picks the same thing. Imagine you’re ordering dinner at a restaurant with a group of friends. You take readers to a restaurant, and explore the question of why people feel drawn to not copy other people’s orders. When do people act similarly to others and when do they act differently? And how does all this happen without us realizing it? I found all these contradictions intriguing and wanted to find out more. And he wasn’t just imitating others, he was being different at the same time. What was so interesting is that he had been influenced, yet he was completely unaware. When I asked why, he said that while they bought grey BMWs, he had bought a blue one. When I pointed out that he had just bought one, and so was the just like the rest of them, he argued that he was different and hadn’t been influenced.
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He was complaining that DC lawyers all buy BMWs to show they’ve made it. How did you become interested in this topic?Ī friend of mine is a lawyer in DC and he had just bought a new BMW.
He answered questions from Mind Matters Editor Gareth Cook. Berger, a marketing professor at the Wharton School of Business, is the author of the 2013 bestseller “Contagious: Why Things Catch On.” His new book is a logical extension of that project, zeroing in on the individual decisions that, in the aggregate, make our society what it is. In “ Invisible Influence: The Hidden Forces that Shape Behavior,” Jonah Berger traces the myriad ways that social queues guide us, often without our knowledge. To live life is to make decisions, yet who actually makes the choices? Everyone makes their own, is the obvious response.
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