Under the influence: putting peer pressure to work

Part 1. Introduction. The argument in brief

Part 2. The origins of behavioral contagion. How context shapes perception

The impulse to conform

Part 3. Cases. It was, until it wasn't: the dynamics of behavioral contagion

The sexual revolution revisited

Trust

Smoking, eating, and drinking

Expenditure cascades

The climate crisis

Part 4. Policy. Should regulators ignore behavioral contagion?

Creating more supportive environments

The mother of all cognitive illusions

Ask, don't tell

Epilogue.