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b'This week on YAP, we\\u2019re chatting with Jonah Berger,\\xa0NYT best-selling author, full-time professor at Wharton University and a world-renowned expert on change, influence, and consumer behavior.\\xa0\\nEver since he was a kid, Jonah had an eye for patterns and data. At age 7, he tested at genius IQ levels, AND he got near-perfect SAT scores in high school. His mathematical, detail-oriented mind makes him exceptionally aware of patterns in human behavior.\\xa0\\nJonah is author of three books on psychology and consumer behavior, and two of his books, Contagious and Invisible Influence are New York Times and Wall Street Journal bestsellers. He was named one of the top 30 leaders in business by the American Management Association, and one of the most creative people in business by Fast Company magazine.\\xa0\\nIn this episode, Jonah tells us about how he first became interested in human behavior and what career opportunities are available in this field. We\\u2019ll learn why people are not like marbles in the sense that they cannot be forced to change; and why removing key barriers like reactance and endowment is what actually can bring about successful change in people.\\xa0\\xa0\\nIf you want to learn the way to change anyone\\u2019s mind and more generally bring about change in the world - this episode is for you!\\xa0\\n\\nSponsored by -\\xa0\\n\\nPeloton - Visit onepeloton.com to learn more.\\xa0\\nJordan Harbinger - Check out jordanharbinger.com/start for some episode recommendations.\\nMint Mobile - To get your new wireless plan for just 15 bucks a month, and get the plan shipped to your door for FREE, go to mintmobile.com/yap\\nConstant Contact - start your free trial at constantcontact.com\\nWoven Earth - save 20% on your order with code YAP on wovenearth.com/YAP.\\n\\nSocial Media:\\n\\nFollow YAP on IG: www.instagram.com/youngandprofiting\\nReach out to Hala directly at Hala@YoungandProfiting.com\\nFollow Hala on Linkedin: www.linkedin.com/in/htaha/\\nFollow Hala on Instagram: www.instagram.com/yapwithhala\\nFollow Hala on Clubhouse: @halataha\\nCheck out our website to meet the team, view show notes and transcripts: www.youngandprofiting.com\\n\\nTimestamps:\\n\\n1:21 - How Jonah first gained interested in human behavior, technology, and the relationship between people and technology\\xa0\\n3:24 - The types of jobs that are available in the field of psychology, consumerism, and human behavior, and the complexity of that industry\\xa0\\n7:11 - Jonah discusses a study he conducted about changing human behavior across multiple industries, and he describes the concept of \\u2018pushing\\u2019\\xa0\\n9:36 - Jonah relates chemical changes to human behavioral changes\\xa0\\n12:08 - Jonah explains what makes a good (and bad) negotiator\\xa0\\n15:44 - Jonah tells a story about Tide Pods and how Procter & Gamble handled negative press surrounding them\\xa0\\n18:56 - He explains why people want control over the products we buy and the choices we make, and how this drives people to deliberately make poor decisions\\xa0\\n21:50 - Jonah explains what it was like to release his book at the start of the COVID-19 pandemic, and his opinions on the way that information and protocols were communicated to the public during the pandemic\\xa0\\n24:03 - The importance of giving your customer or client choices, rather than pushing one product, service, or idea\\xa0\\n27:37 - jonah explains his strategy, \\u201cAsk, don\\u2019t tell,\\u201d which illustrates the importance of asking questions\\xa0\\n32:07 - Jonah explains a successful anti-smoking campaign in Thailand and the science behind it\\xa0\\n36:50 - Jonah talks about the \\u201cendowment effect\\u201d and why people stick with comfortability and familiarity\\xa0\\n39:00 - He describes the right way to utilize information in a conversation\\xa0\\n41:22 - Jonah explains the \\u2018uncertainty tax\\u2019\\xa0\\n44:32 - Jonah\\u2019s advice for becoming more profitable\\n\\xa0\\nMentioned In The Episode:\\n\\xa0\\nJonah\\u2019s Website: https://jonahberger.com/\\xa0\\nJonah\\u2019s Books: https://jonahberger.com/books/'