414: Jonah Berger | How to Change Anyone's Mind
The Jordan Harbinger Show
Jordan Harbinger
4.8 • 12.3K Ratings
🗓️ 7 October 2020
⏱️ 67 minutes
🧾️ Download transcript
Summary
Jonah Berger (@j1berger) is a professor at Wharton and a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors catch on. He's also a bestselling author; his latest book is The Catalyst: How to Change Anyone's Mind.
What We Discuss with Jonah Berger:- How the ingrained anti-persuasion radar we all possess makes it harder for us to follow even the best advice.
- Why providing someone with a "menu" of options is a far more effective method of persuasion than giving them a single option.
- While pushing works well when we want to move furniture, we're better off identifying obstacles and removing them when we want to guide another person in a certain direction.
- How effective advertising overcomes our anti-persuasion radar and gets us invested in the idea of buying products.
- Why most anti-smoking campaigns have an effect opposite of their intentions, and how a Thai campaign cleverly adopted a tactic that actually worked.
- And much more...
Full show notes and resources can be found here: jordanharbinger.com/414
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Transcript
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| 0:00.0 | Coming up on the Jordan Harbanger Show. |
| 0:02.0 | So an eight-year-old boy or an eight-year-old girl goes up to a smoke on the street and says, |
| 0:06.6 | can I have a light? |
| 0:08.0 | And smokers do, of course, what you'd think they would do. |
| 0:10.0 | They say, no way. |
| 0:11.0 | There's no way I'm giving you a light. |
| 0:12.0 | Like, you're a little kid. |
| 0:13.0 | You should go run and play. |
| 0:14.0 | Like, it'll give you lung disease. |
| 0:15.0 | It'll give you an infosima. |
| 0:16.0 | Don't you want to be healthy? |
| 0:17.0 | Like, no way am I giving you a cigarette. |
| 0:19.0 | And then at the end of the interaction, the kid goes, okay, and they hand the smokers a piece of paper. |
| 0:23.0 | And on those piece of papers and notes that says, hey, you worry about me, but not yourself. |
| 0:28.0 | Think about calling this quit line. |
| 0:30.0 | Because again, rather than trying to persuade the smokers, not saying, hey, don't smoke. |
| 0:33.0 | You can do whatever you want. |
| 0:34.0 | But if you wouldn't give me a cigarette, why are you still doing it yourself? |
| 0:38.0 | It points out a gap between their attitudes and their actions? |
| 0:40.0 | Or what they say they care about and what they're recommending for someone else? |
| 0:44.0 | Welcome to the show. |
| 0:48.0 | I'm Jordan Harbanger. |
... |
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