Summary of Jonah Berger's The Catalyst , livre ebook

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21 pages

English

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Description

Please note: This is a companion version & not the original book.
Sample Book Insights:
#1 In the late 1990s, smoking was the biggest public health crisis facing the nation. Cigarettes were the largest cause of preventable deaths and disease, killing tens of millions of people worldwide.
#2 In early 2018, Procter Gamble had a small PR problem. People were eating their Tide Pods, which were a new detergent compacted into tablet form. The company tweeted a warning not to do it, and celebrity football player Rob Gronk Gronkowski helped spread the word.
#3 The Tide Pod Challenge is an example of how warnings can backfire. When people are told not to do something, they are more likely to do it, rather than less.
#4 People have a need for freedom and autonomy. To feel that their lives and actions are within their personal control. They are loath to give up agency, even when it makes them worse off.

Sujets

Marketing

Marketing et communication

General officer

Economics

Business

General

Informations

Publié par	Everest Media LLC
Date de parution	30 avril 2022
Nombre de lectures	0
EAN13	9781669395966
Langue	English
Poids de l'ouvrage	1 Mo

Informations légales : prix de location à la page 0,0150€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

Insights on Jonah Berger's The Catalyst
Contents Insights from Chapter 1 Insights from Chapter 2 Insights from Chapter 3 Insights from Chapter 4 Insights from Chapter 5
Insights from Chapter 1

#1

In the late 1990s, smoking was the biggest public health crisis facing the nation. Cigarettes were the largest cause of preventable deaths and disease, killing tens of millions of people worldwide.

#2

In early 2018, Procter Gamble had a small PR problem. People were eating their Tide Pods, which were a new detergent compacted into tablet form. The company tweeted a warning not to do it, and celebrity football player Rob Gronk Gronkowski helped spread the word.

#3

The Tide Pod Challenge is an example of how warnings can backfire. When people are told not to do something, they are more likely to do it, rather than less.

#4

People have a need for freedom and autonomy. To feel that their lives and actions are within their personal control. They are loath to give up agency, even when it makes them worse off.

#5

The choice study and the nursing home study explain what happened with Procter Gamble and the Tide Pods. When others threaten or restrict people’s freedom, they get upset. They feel as if their ability to make their own choices is being taken away or even threatened, and so they react against the potential loss of control.

#6

The anti-influence system is a set of responses that people use to avoid being persuaded. The simplest response is avoidance, or just ignoring the message. The more complex response is counterarguing, or contesting the message and its sources.

#7

Catalysts allow for agency. They stop trying to persuade and instead get people to persuade themselves. They allow people to make their own decisions and decisions based on their own beliefs rather than the beliefs of the person trying to persuade them.

#8

The truth campaign was an example of how the media could influence teens. It didn’t demand anything from them, but simply laid out the truth and let them make their own decisions.

#9

The boss should provide candidates with the tradeoffs. This way, they feel like they have more autonomy while still satisfying their need to negotiate. By letting candidates choose which dimension is more important, they feel like they have more control while still pleasing the boss.

#10

When you give your girlfriend multiple options, she will stop arguing about what to do. She will no longer feel like you are just choosing one option and she the other.

#11

Instead of telling students what they need to do, ask them what they want.