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6

The Social Influence of Divergence

Lecture no. 6 from the course: How Ideas Spread

The Social Influence of Divergence

Taught by Professor Jonah Berger | 30 min | Categories: The Great Courses Plus Online Professional Development Courses

Social influence is like a magnet—it can attract or repel. As you explore the notion of divergence and the meaning of consumption, discover when and why people avoid following the crowd and how anti-conformity has caused once-popular cars, designer bags, and other products to fall out of favor with their original audience.

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