The Social Influence of Divergence
Lecture no. 6 from the course: How Ideas Spread
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.