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Wharton School Press  |  March 10, 2020

How to Change Anyone’s Mind

In a New Book, Wharton Professor Jonah Berger, Offers a Revolutionary Approach to Persuasion

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Everyone has something they want to change.

But change is hard, Wharton School professor Jonah Berger writes in his new book, The Catalyst: How to Change Anyone’s Mind, which was published Tuesday by Simon & Schuster. Berger unveils what he calls a revolutionary approach to the art of persuasion.

Berger argues that change isn’t about continuing to push, but rather identifying key factors that prompt resistance and overcoming them by reducing friction and removing roadblocks.

“Rather than asking what might convince someone to change, catalysts start with a more basic question: Why hasn’t that person changed already? What is hindering or preventing them?” Berger writes.

Berger identifies five key barriers he says hinder and inhibit change, focusing on how to reduce them by integrating research and case studies:

  • Reactance
  • Endowment
  • Distance
  • Uncertainty
  • Corroborating Evidence

“It’s the rare business book that reads like a page-turner,” says bestselling author Daniel H. Pink.

Berger, a marketing professor at the Wharton School, is the internationally bestselling author of Contagious and Invisible Influence. He’s a world-renowned expert on social influence, word of mouth, and why products, ideas, and behaviors catch on and has published over 50 papers in top-tier academic journals.

To learn more, visit The Catalyst.

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