Front cover includes a lenticular overlay so that the words "Everyone's reading it!" appear over the title when the book is tipped.

Includes bibliographical references and index.

Monkey see, monkey do -- A horse of a different color -- Not if they're doing it -- Similar but different -- Come on baby, light my fire -- Conclusion: Putting social influence to work.

Explores the subtle, secret influences that affect the decisions we make--from what we buy, to the careers we choose, to what we eat.

You think that your choices and behaviors are driven by your individual, personal tastes, and opinions. Our own personal thoughts and opinions is patently obvious. Right? Wrong. Other people's behavior has a huge influence on everything we do, from the mundane to the momentous. Berger integrates research and thinking from business, psychology, and social science to focus on the subtle, invisible influences behind our choices as individuals.