A revolutionary new understanding of identity, showing how the groups we belong to have a powerful influence on our feelings, beliefs, and behaviour - and how these shared identities can
inspire both personal change and social movements.

In The Power of Us, psychologists Jay Van Bavel and Dominic J. Packer integrate their own cutting-edge research in psychology and neuroscience to explain how identity really works and how to harness its dynamic nature to:

Boost cooperation and productivity Overcome bias Escape from echo chambers Break political gridlock Mobilise for change Lead effectively Galvanise action to address persistent global problems

They explore such seemingly unrelated phenomena as why a small town in Germany spent decades divided by shoes, why beliefs persist after they are disproven, how working together synchronises our brains, and why effective leaders say 'we' a lot. The Power of Us will change the way you understand yourself - and the people around you - forever.

Praise for The Power of Us:

'If you've ever struggled to understand why people join cults or mindlessly conform - or wondered how to build great teams and influence better choices - this is the book you need.'
Charles Duhigg, author of Smarter Faster Better and The Power of Habit

'The Power of Us assesses the influence of tribalism on our actions and specifies ways to turn the force from destructive to constructive. A truly important book.'
Robert Cialdini, author of Influence and Pre-Suasion

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ISBN 9781472274182
Non-Fiction
£9.99
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