Jonah Berger
What’s inside
Catalyst by Jonah Berger explores how to change anyone’s mind. It provides insights on reducing barriers and employing psychological strategies to help people overcome resistance to change.
You’ll Learn
- Understanding psychological barriers to change
- Improving persuasion and influence skills
- Learning strategies for effective change management
- Enhancing communication to reduce resistance
Key Points
- Identify the barriers to change
- Reduce reactance and gain agreement
- Ease endowment and encourage flexibility
- Leverage uncertainty while guiding decision-making
- Corroborate the change with social influence
- Use catalysts to foster change rather than pushing harder
Who’s it For
- Marketing professionals
- Business leaders
- Psychologists
- Salespeople
- Change management specialists
About the author
Jonah Berger is a marketing professor at the Wharton School and a world-renowned expert on change, influence, and consumer behavior.