After more than three decades, the public is finally beginning to grasp what a serious threat global warming poses. Whats missing from the climate conversation now is a plausible narrative about how we might parry this threat. Drawing on ideas from his recently published book, Under the Influence: Putting Peer Pressure to Work, Robert Frank explains why our ability to tap the prodigious power of behavioral contagion may make the path forward less daunting than many think. Recorded on 1/27/2020. [3/2020] [Show ID: 35561]
Robert H. Frank is the Henrietta Johnson Louis Professor of Management and Professor of Economics at Cornell's Johnson Graduate School of Management. For more than a decade, his "Economic View" column appeared monthly in The New York Times. 
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Author and economics professor Robert Frank discusses some basic economic concepts including if the benefit exceeds the cost, do it. He is the author of the "The Economic Naturalist: In Search of Explanations for Everyday Enigmas" and this lecture was part of the Authors@Google series. This event took place on July 23, 2007 at Google headquarters in Mountain View, CA.