23 Sep 2020

Professor Jonah Berger - the science of changing anyone's mind

From Afternoons with Jesse Mulligan, 3:08 pm on 23 September 2020

Changing minds is not an art, it's science. Chemistry to be exact says Professor Jonah Berger from the prestigious Wharton School of Business at the University of Pensylvannia. He says harnessing ideas about how catalysts work in chemical reactions can be applied to everything from sales, to politics to persuading a teenager to clean her room.   Professor Berger’s new book is called The Catalyst: How to change anyone's mind.

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