Whether it is trying to increase the welfare of citizens through public policy, or adapting organizational culture to a new business environment, changing behavior is one of the biggest challenges faced by managers and policymakers. Theoretically, harnessing the power of social influence is a highly cost-effective and relatively simple mechanism for achieving widespread behavioral change. In practice, however, the ability to use targeted interventions in this way to trigger broader behavioral change is far more complex than is often assumed.

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