The Unseen Advantage 8: Influence

Why do intelligent people follow the crowd?

Why do we trust some people instinctively and distrust others?

How can a teenager with a smartphone influence millions of purchasing decisions?

And how did ordinary people become involved in one of the most disturbing tragedies of the twentieth century?

In this episode of The Unseen Advantage, Dr John McMahon explores the psychology of influence—the invisible force shaping our decisions, beliefs, relationships, leadership, and behaviour every day.

Drawing on some of the most famous studies in social psychology, including the work of Solomon Asch, Stanley Milgram, Philip Zimbardo, Robert Cialdini and Edward Bernays, we uncover how conformity, authority, social proof, identity, and belonging quietly shape human behaviour.

Through the story of Sarah, a successful CEO who begins to question how much of her decision-making is truly independent, we explore:

• Why most people underestimate how influenceable they are
• The psychology of conformity and groupthink
• Why authority can override judgement
• How roles and titles shape behaviour
• The hidden influence of advertising and public relations
• The rise of social media influencers and parasocial relationships
• How algorithms shape our perceptions of reality
• The psychology behind echo chambers and online tribes
• Why Jonestown remains one of the most important lessons in influence psychology
• The difference between ethical influence and manipulation
• How leaders, salespeople and negotiators can use influence responsibly

Whether you’re a leader, salesperson, entrepreneur, negotiator, parent, or simply curious about why people behave the way they do, this episode will change how you think about influence—and how often it shapes your own decisions without you noticing.

Because the most powerful forces shaping our lives are often the ones we cannot see.

References

Asch, S. E. (1951). Effects of Group Pressure Upon the Modification and Distortion of Judgments. In H. Guetzkow (Ed.), Groups, Leadership and Men. Carnegie Press.

Asch, S. E. (1956). Studies of Independence and Conformity: A Minority of One Against a Unanimous Majority. Psychological Monographs, 70(9), 1–70.

Bernays, E. (1928). Propaganda. Liveright Publishing.

Burger, J. M. (2009). Replicating Milgram: Would People Still Obey Today? American Psychologist, 64(1), 1–11.

Cialdini, R. B. (2021). Influence: The Psychology of Persuasion (Revised and Expanded Edition). Harper Business.

Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford University Press.

Haidt, J. (2024). The Anxious Generation. Penguin Press.

Horton, D., & Wohl, R. R. (1956). Mass Communication and Para-Social Interaction. Psychiatry, 19(3), 215–229.

Kahneman, D. (2011). Thinking, Fast and Slow. Farrar, Straus and Giroux.

Milgram, S. (1963). Behavioural Study of Obedience. Journal of Abnormal and Social Psychology, 67(4), 371–378.

Milgram, S. (1974). Obedience to Authority: An Experimental View. Harper & Row.

Zimbardo, P. G. (2007). The Lucifer Effect: Understanding How Good People Turn Evil. Random House.

Levine, R. (2003). The Power of Persuasion: How We’re Bought and Sold. Wiley.

Pratkanis, A., & Aronson, E. (2001). Age of Propaganda: The Everyday Use and Abuse of Persuasion. W. H. Freeman.

Singer, M. T. (2003). Cults in Our Midst. Jossey-Bass.

Lalich, J., & Tobias, M. (2006). Take Back Your Life: Recovering from Cults and Abusive Relationships. Bay Tree Publishing.

Twenge, J. M. (2023). Generations: The Real Differences Between Gen Z, Millennials, Gen X, Boomers and Silents. Atria Books.