What stops people from changing their minds? | Jonah Berger | Big Think

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What stops people from changing their minds? Watch the newest video from Big Think: https://bigth.ink/NewVideo Learn skills from the world's top minds at Big Think Edge: https://bigth.ink/Edge ---------------------------------------------------------------------------------- When you want someone to see things differently and to abandon their previous stance, sometimes persistence is not key. "Too often we think change is about pushing," says Jonah Berger, author of the book The Catalyst: How to Change Anyone's Mind, and a marketing professor at the Wharton School at the University of Pennsylvania. "We think if we just come up with one more way people will eventually come around." Through speaking with people who have successfully changed minds of others, Berger identified five common barriers and created the REDUCE framework for finding the catalysts needed to break through: reactants, endowment, distance, uncertainty, and corroborating evidence. ---------------------------------------------------------------------------------- JONAH BERGER: Dr. Jonah Berger is a world-renowned expert on change, word of mouth, influence, consumer behavior, and how products, ideas, and behaviors catch on. He has published over 50 articles in top‐tier academic journals, teaches Wharton's highest rated online course, and popular outlets like The New York Times and Harvard Business Review often cover his work. He's keynoted hundreds of events, and often consults for organizations like Goog

Published 2020-10-20 · Watch on YouTube ↗
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