2018 School Spending Survey Report
Invisible Influence: The Hidden Forces That Shape Behavior
S. & S. Jun. 2016. 288p. notes. index. ISBN 9781476759692. $26.99; ebk. ISBN 9781476759753. BUS
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Using compelling storytelling and drawing on research from the fields of education, psychology, and other social sciences, Berger's (marketing, Wharton Sch., Univ. of Pennsylvania; Contagious) eye-opening book offers insights into how human behaviors are influenced by social forces such as imitation, differentiation, conformity, avoidance, and combinations of these factors. The author argues that these elements impact choices ranging from trivial decisions to important life events. He then expands upon his theories to show how cultural authorities shape aspects of business, such as markets, operations, products and services, and technological uses and innovations. These powers affect business decision making, including careers; human resources; and consumer perceptions, preferences, and purchasing.
VERDICT Berger's unique knowledge will appeal to readers from many backgrounds, especially individuals interested in making better decisions. Suitable for both academic and public library business collections.
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