While the public now grasps the serious threat of global warming, a clear path forward remains elusive. Drawing from his book, *Under the Influence: Putting Peer Pressure to Work*, Robert Frank

While the public now grasps the serious threat of global warming, a clear path forward remains elusive. Drawing from his book, *Under the Influence: Putting Peer Pressure to Work*, Robert Frank proposes that leveraging behavioral contagion can make addressing climate change less daunting than many believe.

Robert H. Frank is the Henrietta Johnson Louis Professor of Management and Professor of Economics at Cornell's Johnson Graduate School of Management. He previously wrote the "Economic View" column for *The New York Times*.

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Economics professor and author Robert Frank delivered a lecture as part of the Authors@Google series on July 23, 2007, at Google headquarters in Mountain View, CA.

During his talk, Frank

Economics professor and author Robert Frank delivered a lecture as part of the Authors@Google series on July 23, 2007, at Google headquarters in Mountain View, CA.

During his talk, Frank discussed basic economic principles, notably the concept of pursuing actions where benefits exceed costs. He is the author of "The Economic Naturalist: In Search of Explanations for Everyday Enigmas."