Saturday, July 16, 2016

On "Invisible Influence" by Jonah Berger

I end up reading a lot of these kinds of books that are basically repackaged original research (much of it done by other researchers) that is then taken and put a structure around it. The structure allows the author (sometimes a scientist, sometimes a journalist) to tell a story. Hopefully the research helps the story; hopefully the story is interesting and supported by the research.

I would not have picked this up off the shelf if it were not for the cover design, a clever cover that from one angle shows the title and from the other says “Everyone’s reading it”. That was the most novel thing about the book, since because I have read a lot of these books, the grass is not growing for me on this particular path. If you haven’t read a lot of popular behavioral science books, this one is fairly well done and you would not disservice yourself if you were to read it as an introduction to the field. I do have to note there was one thing that Berger talks about which shined a different light on the world  - he walks the reader through why counterfeiting is good for consumer product manufacturers. That starts around page 138.