Under the Influence

By Robert H. Frank,

Book cover of Under the Influence: Putting Peer Pressure to Work

Book description

From New York Times bestselling author and economics columnist Robert Frank, bold new ideas for creating environments that promise a brighter future

Psychologists have long understood that social environments profoundly shape our behavior, sometimes for the better, often for the worse. But social influence is a two-way street-our environments are…

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1 author picked Under the Influence as one of their favorite books. Why do they recommend it?

Destination weddings, glamorous McMansions, and luxury cars—this is the result of us seeing what our better-off compatriots do and wanting to have ever more.

In fact, the biggest problem with carbon-intensive behavior is not any one rich person’s carbon footprint. Rather it’s the influence “affluencers” exert on others. But we can turn this around. Solar panels are often clustered in neighborhoods because people also copy each other’s climate-friendly behaviors.

For me, the important thing is not to hide what you are doing—make your sustainable behaviors visible for others to see.

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