Under the Influence: Putting Peer Pressure to Work

The book "Under the Influence" by Robert Frank explores how social environments shape our behavior and how to unlock the latent power of social context to promote positive outcomes such as climate-friendly policies and energy efficiency. It suggests that the number of people we know who have already taken action is a strong predictor of our willingness to support these measures.

Format: Paperback / softback
Length: 320 pages
Publication date: 19 October 2021
Publisher: Princeton University Press

From the New York Times bestselling author and economics columnist Robert Frank, comes a groundbreaking exploration of the power of social environments in shaping our future. Psychologists have long recognized the profound impact that social environments have on our behavior, often leading to positive or negative outcomes. However, it's important to note that social influence operates in both directions, as our environments are also shaped by our actions.

In his book, "Under the Influence," Frank delves into the mechanisms that drive social environments and their impact on our behavior. He reveals how our surroundings encourage smoking, bullying, tax cheating, sexual predation, problem drinking, and wasteful energy use. We are often influenced by the actions of our friends and neighbors, leading us to engage in activities that threaten the planet, such as building larger houses, driving heavier cars, and consuming excessive resources.

Recognizing the urgency of the climate crisis, Frank argues that robust measures to curb greenhouse gases are essential for alleviating the frequency and intensity of storms, droughts, floods, wildfires, and famines. He highlights the importance of social influence in driving our willingness to support climate-friendly policies, installing solar panels, or purchasing electric cars. The number of people we know who have already made these changes serves as a powerful predictor of our own behavior.

In "Under the Influence," Frank proposes a bold solution to redirect trillions of dollars annually in support of carbon-free energy sources. He suggests that we can achieve this without requiring painful sacrifices from anyone. By creating more supportive social environments, we can empower individuals to make choices that benefit everyone. The book provides practical strategies for individuals, communities, and policymakers to create environments that promote positive behavior change and a brighter future for all.

Ultimately, "Under the Influence" serves as a call to action. By recognizing the power of social environments and taking steps to create more supportive ones, we can unlock the potential for positive change and build a more sustainable and equitable world. As Frank states, "The choices we make today will shape the world we live in tomorrow. Let's make sure those choices are ones that benefit everyone."

Weight: 306g
Dimension: 135 x 202 x 25 (mm)
ISBN-13: 9780691227108