This story was originally published by Knowable Magazine By Bob Holmes How we want to be perceived influences how we act, and that presents persuasion opportunities. But the Social factors involved are not easy to unravel. Humans are social beings, and many of the choices we make in our lives happen in a social context, with neighbors, friends and family judging our decisions. How does this social pressure affect the choices we make about what to buy, whether to vote, or what political views we hold? Leonardo Bursztyn, a behavioral economist at the University of Chicago, has focused his research on exploring the complexities of that question. Bursztyn describes what he and others have learned from real-world experiments on social pressure and behavior in a 2017 article he coauthored in the Annual Review of Economics, “Social Image and Economic Behavior in the Field: Identifying, Understanding, and Shaping Social Pressure.” This conversation has been edited for length and clarity. Read […] More

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