[oblio]

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.

[specialist]

The book Diffusion of Innovations [1962] has a few case studies about that.

https://en.wikipedia.org/wiki/Diffusion_of_innovations

https://www.amazon.com/Diffusion-Innovations-5th-Everett-Rog...

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.