Recently I was re-reading a May 2013 Harvard Business Review Article titled What Would Ashton Do—and Does It Matter? by Sinan Aral. The article questions the place of influencers in creating brand awareness. The article states that although a celebrity may have a huge social media following, he/she may not be as influential when it comes to motivating followers to make decisions. I also was taking in Forbes Magazine contributor Mark Fidelman’s critique: Why this Harvard Business Review Article on Influence is Seriously Flawed.
Regardless of whose story you want to agree with more, one thing for sure is too often, Marketers over-exaggerate the early adopters (who are often alike) role on influence.
This got me thinking about sharing a few of my favorite books on the topic of influence. So here they are:
Influence: The Psychology of Persuasion by Robert Cialdini
Age of Propaganda: The Everyday Use and Abuse of Persuasion by Anthony Pratkanis
The Power to Persuade by Richard Haass
Predictably Irrational by Dan Ariel
Toxic Sludge is Good for You: lies, damn lies and the public relations industry and Trust Us We’re Experts by John Stauber and Sheldon Rampton
SPIN by Michael Sitrick
Blink by Malcom Gladwell
May the force be with you…