We often think social contagion yields negative consequences – teens smoke because other teens smoke, for example. However, in his latest book, UNDER THE INFLUENCE: Putting Peer Pressure to Work, ROBERT FRANK makes the optimistic case that the economics of social contagion could solve our most critical problems — from climate change to income inequality – as well as the Covid-19 pandemic. There’s evidence: As VOX’s Ezra Klein points out, in the face of the coronavirus, “social pressure has driven perhaps the single fastest behavioral transformation in human history.”
