To ease endowment, or people’s attachment to the status quo, catalysts highlight how inaction isn’t as costless as it seems. And unless what they’re doing is terrible, they don’t want to switch. People are wedded to what they’re already doing. How a public health official got teens to quit smoking and how a hostage negotiator got hardened criminals to come out with their hands up, just by asking.Īs the old saying goes, if it ain’t broke, don’t fix it. You’ll learn about the science of reactance, how warnings become recommendations, and the power of tactical empathy. To lower this barrier, catalysts encourage people to persuade themselves. Radar that kicks in when they sense someone is trying to convince them. Just like a missile defense system protects against incoming projectiles, people have an innate anti-persuasion system. Each chapter focuses on one of these roadblocks and how to reduce it, integrating research and case studies to illustrate the underlying science behind each roadblock and the principles that individuals and organizations have used to mitigate it. THE CATALYST, the new book by Jonah Berger, is about discovering the hidden barriers preventing change and learning how to mitigate them.
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