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Psychology Shows Why Social Media Often Fails

Authors: 10XMarketing Jonah Berger
Posted Under: Social Pros Podcast
Content Marketing Awards - 2022 Winner Badge - Best Podcast
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

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Sponsored by: ICUC

To inquire about becoming a guest, please email our Executive Producer, Leanna Pham, at

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Jonah Berger, Marketing Professor at The Wharton School, joins the Social Pros Podcast to talk about how you can become a catalyst for change and leverage the power of understanding behavioral science to change anyone’s mind.

Everyone has something they want to changePsychology Shows Why Social Media Often Fails

Whether you want to convince customers to buy from you, transform an organization, or get more engagement on social, everyone has something they want to change. But… creating change isn’t always easy.

Pushing for change usually evokes a push back. When you tell someone to do something, they usually do the exact opposite. Think of what happens when you ask your kids to do the dishes, clean their bedrooms, or put their phone away at the dinner table. Chances are, they’ll ignore you completely, or at the very least, put up a fight about it.

However, creating change is possible. You just need to learn how to become a catalyst for the type of change you want to evoke in the world. Jonah Berger, Marketing Professor at The Wharton School, has discovered a better way to catalyze change and shares his findings with us on this eye-opening episode of Social Pros.

In This Episode:

  • 03:39 – Why Jonah wrote his latest book, The Catalyst
  • 06:47 – Why you need to understand the barriers that stop your audience, client, boss, etc. from changing their mind
  • 08:44 – The psychological reason why humans are so resistant to change
  • 14:02 – How the endowment effect impacts our willingness to get rid of something that’s ‘old’ and/or familiar to us
  • 18:52 – How communications can actually increase opposition
  • 21:37 – How to use the ‘Asking for Less’ strategy to change people’s minds
  • 27:20 – How to overcome the uncertainty that leads people to hit the pause button
  • 31:26 – How we can become more receptive to the right kind of change

Quotes From This Episode:

“People have an almost anti-persuasion radar – an innate system that recognizes when someone’s trying to persuade them.”@j1berger

What's interesting about change is you're not just trying to tell people how good something is, you're trying to get them to get rid of something that's old. Click To Tweet

“We have to figure out a way to make them feel less like we’re in control and make them feel like they’re more in control.”@j1berger


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