Book 2 Post 2

In my first post about Invisible Influence: The Hidden Forces that Shape Behavior, I began to discuss author Jonah Berger’s claims that humans are subconsciously influenced. As I continued reading, I was able to grasp applications of this concept. This was possible because of the way Berger structures the book. There are 5 chapters: humans’ tendencies to imitate, humans’ tendencies to differentiate, how these competing behaviors combine, the value of being “optimally distinct,” and how social influence defines motivation. At the end of each one, Berger concludes with how individuals and companies can use this knowledge to solve problems. I found this aspect of the book to be very fascinating and especially useful as a business major. 

One area to use the information Berger provides is in negotiations. To overcome the “us versus them” tension that occurs in negotiations, research indicates that mimicking whoever you are against is beneficial. Actions such as using the same phrases they do or leaning back in your chair after they do can make your negotiation partner subconsciously feel more connected to you. Berger also explained that as long as this is done subtly, it can increase your likability when forming new relationships in your personal life as well. I found this topic to be very interesting, as it can be applied in multiple aspects of life. It is hard to know if I’ve ever been influenced in this way, as its effects are mostly subconscious, but it is something I will try to look out for going forward.

Another topic covered in the book that most people can relate to is how we balance wanting to be similar to yet wanting to differentiate ourselves from our siblings. Berger explains these conflicting tendencies using research about siblings and sports. Children are more likely to pursue a sport if they have an older sibling in sports, as the younger siblings follow their example and strive to be like them. However, most younger siblings will end up pursuing a sport different from their older sibling. This is because the younger sibling will recognize that they are unlikely to outshine their older sibling. Thus, they recognize the need to differentiate themselves and pursue a different sport in order to reach the same level of success as their older sibling. 

These are just two examples of how influence plays out in day-to-day life, but the applications Berger presents are endless. I was shocked by the many ways in which I’ve been influenced by other people without even realizing it. Especially because it was an easy read, I highly recommend reading the book for a better understanding of how you make choices and why people do what they do.