Catalyst: how to convince people

Why don't children want to eat useful food, but adults cannot quit smoking? How to persuade the criminal to voluntarily surrender, and the boss - to accept your program to change the company's policy? How to turn a conservative into a democrat, and a democrat into a conservative? Why, trying to convince a person, do we often make him adhere to his position with even greater perseverance? Why are we afraid of innovation and what is the price of inaction? These and other questions are answered by Jona Berger - a business expert, a teacher of the Worton school, a popular speaker at international marketing conferences and a consultant to Apple and Google. Analyzing specific cases, the author explains how the catalysts act, persuading a drug addict to agree to treatment or reconcile with the enemy, convincing one country to eat offal, and the other to leave the European Union. The book will be useful to those who are interested in marketing, advertising, psychology, as well as everyone who wants to learn how to convince people and change their opinion.