We are social animals. Invisible Influence: The Hidden Forces that Shape Behavior shows us how much we are influenced by people around us. We want to fit in — but at the same time we want to be different from others, different, but only a little bit. The author guides us through many studies around this theme, some quite delightful, as when daycare children, told that broccoli looks like dinosaur trees, remove to eat more of it dos they can pretend to be long-necked dinosaurs. Of course, being perceived as cool is the bedrock of more conventional advertising. A fun read.