How to Persuade: The Science Marketers Need to Know

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Last updated on November 16th, 2020 at 03:15 pm Jonah Berger’s new book The Catalyst: How to Change Anyone’s Mind delves into the topic of marketing persuasion. He points out that, in chemistry, catalysts don’t produce change through force, but by reducing barriers. Berger calls his framework REDUCE: reactance, endowment, distance, uncertainty and corroborating evidence. … Read more