Back when the iPhone 3G first came out, people had two options: They could buy the black iPhone or the white iPhone.

You may think people made their decision based on their color preference, but as you’ll soon find out, it’s not that simple.

When people buy products, the reason why they buy is mysterious at best, and at worst, you’re left wondering “what the heck?”

However, today, you’re going to learn how people make choices, and more importantly, how you can influence those choices—Social Triggers style.

As smart entrepreneurs and business owners, I shouldn’t need to sell you on why this is important, so keep reading.

To understand what makes people buy one product over another, I invited Sheena Iyengar to join me on the latest episode of Social Triggers Insider.

Download audio file (05-Social_Triggers-Why-People-Bought-The-White-iPhone-Even-When-They-Wanted-The-Black-One.mp3)

Who is Sheena Iyengar? The short of it is this: Sheena is a professor at Columbia Business school, and the author of the book “The Art of Choosing (aff).”

In addition to receiving high praise from Malcolm Gladwell—”No one asks better questions, or comes up with more intriguing answers”—Sheena has given three TED talks and is recognized as a world-renowned expert on choice.

Did you know Social Triggers Insider is now on iTunes? If you enjoy this series, please take a few seconds and leave an honest review. It would be a huge help.

In other words, you would be silly to miss out on this episode of Social Triggers Insider. Her insights have personally helped me accomplish a TON online.

(For example, you may remember my article about “How to Increase Sales by 600%.” Well, that was based off of her research).

Here’s a list:

Right click this link to save the audio as a MP3 file to your computer

Right click this link to save the transcript as a PDF file to your computer.

Also, during the episode, we talked about this research. So, if you’d like to dig into the academic stuff, there’s your link :-).

Now that you listened to this episode of Social Triggers Insider, here’s what you need to do next:

And now that’s out of the way…

If you absolutely love these Social Triggers Insider episode, make sure you sign up for the Social Triggers email newsletter. In addition to these master classes, you’ll receive never before released content that will help you improve your business.