This book is another masterpiece by Jonah Berger following the best-selling books "Go viral: Let your products, ideas, and behaviors invade like a virus" and "Contagion: The hidden power that shapes consumption, mind, and decision-making." Everyone has things they want to change. Husbands want to change their wives, parents want to change their children, salespeople want to change customers, employees want to change their bosses, managers want to change the company, companies want to change the entire industry... We often persuade, pressure, and push, but to no avail. Is there a better way? This book will reconstruct the way we view and deal with common problems. Through scientific research and case analysis, it will tell us how to eliminate the five major obstacles to change, become a qualified "catalyst", resolve people's psychological resistance (Reactance), reduce the endowment effect (Endowment), shorten the distance (Distance), weaken uncertainty (Uncertainty), and find reinforcing evidence (Corroborating Evidence). Whether you want to change the way a person, an organization, an entire industry operates, or even the entire society, this book will provide you with scientific methods and suggestions, and teach you how to become a catalyst and a person who creates change.
Reader comments
Now I understand that I need to be the "catalyst" to eliminate their psychological resistance. As the book says, find the right method and change will happen naturally. I feel like this book is helpful not just for housewives, but for anyone!
Now I understand that I need to be the "catalyst" to eliminate their psychological resistance. As the book says, find the right method and change will happen naturally. I feel like this book is helpful not just for housewives, but for anyone!