From WILL - Focus -

Join the Club: How Peer Pressure Can Transform the World

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(Duration: 55:01)

Tina Rosenberg has made a specialty of writing about seemingly intractable problems. The typical approach to problems like drug use or sexually transmitted disease concentrates on giving people information or motivating them through fear. In a program from the archives, she tells stories about people who have used a different approach, one based on changing behavior by exploiting a basic human need--the need to belong. That’s the central theme of her book "Join the Club: How Peer Pressure Can Transform the World."

This is a repeat broadcast from Monday, April 04, 2011, 10 am