To live life is to make decisions, yet who actually makes the choices? Everyone makes their own, is the obvious response. And yet this is not quite right. In “Invisible Influence: The Hidden Forces that Shape Behavior,” Jonah Berger traces the myriad ways that social queues guide us, often without our knowledge. Berger, a marketing professor at the Wharton School of Business, is the author of the 2013 bestseller “Contagious: Why Things Catch On.” His new book is a logical extension of that project, zeroing in on the individual decisions that, in the aggregate, make our society what it is.
-Scientific American
