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Invisible Influence: The Hidden Forces That Shape Behavior

Invisible Influence: The Hidden Forces That Shape Behavior

作者 : Jonah Berger

出版社 : SIMON & SCHUSTER INC.

可訂購

定價 : NT 560

售價79折, NT442

內容簡介


暢銷書《瘋潮行銷》作者約拿‧博格全新力作
發現看不見的影響力,尋找塑造行為能力及選擇的隱形力量

暢銷書作家約拿‧博格帶領讀者一同發現一股神祕的隱藏力量,這股力量時時刻刻影響著我們的決策與判斷力,從購物行為、職涯規劃及飲食選擇。如果你和多數人一樣,認為自己的擁有獨特的品味與想法,驅使你作選擇及行動,例如你選擇這件外套因為你喜歡自己穿上的樣子,選擇獨特的職業因為你覺得工作內容非常有趣。似乎我們的個人思維及意見造就了選擇行為,其實不然。

事實上,我們的決策與行為能力其實皆受到他人影響,甚至影響我們生活的每一個時刻,即使是陌生人都對我們的決策與判斷力有著重大的影響。社會影響最強大的力量在於我們渴望融入,我們喜歡模仿他人的行為,我們也會對模仿自己的人做出積極回應。只要理解社會影響力是如何運作的,我們就能決定如何抗拒或是擁抱它,並學習控制自己的行為,就為自己尋求最好的選擇。

Jonah Berger, the bestselling author of Contagious, explores the subtle, secret influences that affect the decisions we make--from what we buy, to the careers we choose, to what we eat--in his latest New York Times bestseller that is a "rare business book that's both informative and enough fun to take to the beach" (Fortune.com). 

If you're like most people, you think your individual tastes and opinions drive your choices and behaviors. You wear a certain jacket because you liked how it looked. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. 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 to the momentous. Even strangers have an impact on our judgments and decisions: our attitudes toward a welfare policy shift if we're told it is supported by Democrats versus Republicans (even though the policy is the same). But social influence doesn't just lead us to do the same things as others. In some cases we imitate others around us. But in other cases we avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don't want to look like a soccer mom. 

By understanding how social influence works, we can decide when to resist and when to embrace it--and learn how we can use this knowledge to exercise more control over our own behavior. In Invisible Influence, Jonah Berger "is consistently entertaining, applying science to real life in surprising ways and explaining research through narrative. His book fascinates because it opens up the moving parts of a mysterious machine, allowing readers to watch them in action" (Publishers Weekly).
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作者介紹
Jonah Berger
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