Summary: <a href="http://traffic.libsyn.com/ducttape/John_Jantsch_Interviews_Jonah_Berger.mp3">Marketing Podcast with Jonah Berger</a><br> <br> Most of us believe we are in charge of the decisions we make throughout each day. To some extent we certainly are, but many of the decisions we make – what to wear, what to eat, what to buy, what to say – are driven by forces at the subconscious level.<br> It can be useful to understand this behavior from a consumer point of view to better understand how and why people decide to buy one product or service over another.<br> My guest for this week’s episode of the Duct Tape Marketing Podcast is Jonah Berger, a marketing professor at the Wharton School at the University of Pennsylvania and bestselling author. His newest book, <a href="https://www.amazon.com/Invisible-Influence-Hidden-Forces-Behavior/dp/1476759693">Invisible Influence: The Hidden Forces that Shape Behavior</a> explores the subtle, secret influences that affect the decisions we make—from what we buy, to the careers we choose, to what we eat.<br> Having been published in top-tier academic journals and recognized with a number of awards for both scholarship and teaching, Jonah is an expert on word of mouth, viral marketing, social influence, and trends.<br> Questions I ask Jonah Berger:<br> <br> * During your research, did you discover some ways that you personally may have been influenced – with or without your knowledge?<br> * With respect to invisible influence, what role does storytelling play to create influence?<br> * You dedicated a chapter in your book to “Why favorites are more likely to quit” – can you elaborate on this?<br> <br> What you’ll learn if you give a listen:<br> <br> How to understand the science of influences and ways to use it to your advantage <br> How mimicking others can make you more persuasive<br> How imitation isn’t always what results from social influence – sometimes there can be reverse effect causing people to avoid your product<br> <br> Key takeaways from the episode and more about Jonah Berger:<br> <br> * Learn more about <a href="http://jonahberger.com/" target="_blank" rel="noopener noreferrer">Jonah Berger</a>.<br> * Read <a href="https://www.amazon.com/Invisible-Influence-Hidden-Forces-Behavior/dp/1476759693">Invisible Influence: The Hidden Forces that Shape Behavior</a>.<br> * Follow on <a href="https://twitter.com/j1berger">Twitter</a>.<br> <br>
