It’s a psychological principle that helped end South African apartheid. 

It reversed the Pope’s declining popularity. 

It reduced university students’ binge drinking by 30%. 

And can predict romantic breakups with 60% accuracy. 

Today, bestselling author Will Storr reveals the surprisingly effective way to persuade (almost) anyone.

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Sources:

Aune, R. K., & Basil, M. D. (1994). A relational obligations approach to the foot-in-the-mouth effect. Journal of Applied Social Psychology, 24(6), 546–556.

Berger, J. (2013). Contagious: Why things catch on. Simon & Schuster.

Bruch, E. E., & Newman, M. E. J. (2019). Aspirational pursuit of mates in online dating markets. Science Advances, 5(8).

Haslam, S. A., Reicher, S. D., & Platow, M. J. (2020). The new psychology of leadership: Identity, influence, and power (2nd ed.). Routledge.

Sharot, T. (2017). The influential mind: What the brain reveals about our power to change others. Little, Brown.

Suedfeld, P., Bochner, S., & Matas, C. (1971). Petitioner’s attire and petition signing by peace demonstrators: A field experiment on reference group similarity. Journal of Applied Social Psychology, 1(3), 278–283.

Tanner, R. J., Ferraro, R., Chartrand, T. L., Bettman, J. R., & Van Baaren, R. (2008). Of chameleons and consumption: The impact of mimicry on choice and preferences. Journal of Consumer Research, 34(6), 754–766. https://doi.org/10.1086/522322