In this episode, we speak with Dr. Robert Frank, professor of economics at Cornell University's Graduate School of Management. A prolific author, Dr. Frank's most recent book is Under The Influence: Putting Peer Pressure To Work. His research examines breakdowns in traditional decision models, including both inefficiencies in collective actions and departures from rational choice in individuals. During our conversation we learned: • Different ways the traditional Rational Choice model breaks down • How context affects our judgements and decisions • Why people work for the good of groups... and why & when they don't • Best approaches to change someone's mind • How behavioral contagion propagates actions within groups