Election season is upon us and everywhere you look someone is trying to coax you to vote for their candidate or issue. As we all know, old habits die hard and getting a person to shift their deeply-held opinions, political or otherwise, isn’t easy.

Jonah Berger, a marketing professor at the Wharton School at the University of Pennsylvania, and the author of, “The Catalyst - How To Change Anyone’s Mind,” explains why reaching a tipping point isn’t about pushing for more but asking for less -- at least initially.