about account add arrow-down arrow-left arrow-right arrow-up back-arrow register-arrow book-mobile book categories chat-bubble-mobile chat-bubble close college contact-us credit-card drag email-square facebook-mobile facebook-square facebook faq film history home load modal-error person pinterest-square play-mobile play queue remove resume search share show star tick trailer trash twitter-mobile twitter-square twitter university warning warning youtube-square open-eye close-eye promo-tag tag check info info active

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.


November 8, 2017