I don't know if it's in this book, but I remember reading that apparently there's also a "class shaming" effect that can also help: if you can get the poorest members of a group to do something which is perceived as advanced and ultimately beneficial, everyone does it, eventually, out of shame of being "outwitted" by the poor.
This is the seminal book on marketing, social cognition, innovation, etc. It blew my mind. Mostly that we've known this stuff for so long, but apparently must keep rediscovering it.
