Principles of Mass Influence. How to Manage Public Opinion and Behavior

Make conscious consumption fashionable. Teach the country to drink coffee instead of tea. Make young people interested in politics... Damon Centola, a sociologist and professor at the Annenberg School for Communication, explains how to influence the behavior of large groups of people. Based on extensive research of movements such as #Metoo and #Black Lives Matter, as well as work from Google, he identified 7 strategies for creating global changes in society. In his book, Centola debunks myths that hinder the implementation of various courses of action and offers a plan capable of triggering a chain reaction of transformation in the lives of diverse human communities.