Jonah Berger is a professor at the Wharton School of the University of Pennsylvania. He is an expert on word of mouth, viral marketing, social influence, and how products, ideas, and behaviors catch on. He has published articles in academic journals, teaches Wharton’s highest rated online course, and accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review. Berger is the author of multiple books including Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior. Berger has spoken at major conferences and events, advised a number of early stage startups, and consulted for companies including Apple, Google, Vanguard, Unilever, General Mills, and the Gates Foundation.
Berger, Jonah “Word-of-Mouth and Interpersonal Communication: A Review and Directions for Future Research” Journal of Consumer Psychology, 24, 586-607.
Berger, Jonah and Katy Milkman, “What Makes Online Content Viral?” Journal of Marketing Research, 49, 192-205.
Berger, Jonah and Raghuram Iyengar, “Communication Channels and Word of Mouth: How the Medium Shapes the Message,” Journal of Consumer Research, October.
Zoey Chen and Jonah Berger, “When, Why, and How Controversy Causes Conversation,” Journal of Consumer Research, October.
Berger, Jonah, Eric Bradlow, Alex Braunstein, and Yao Zhang, “From Karen to Katie: Using Baby names to Study Cultural Evolution” Psychological Science, 23, 1067-1073.
Sela, Aner and Jonah Berger, “Decision Quicksand: How Trivial Choice Suck Us In” Journal of Consumer Research, 39, 360-370.
Berger, Jonah and Eric Schwartz, “What Drives Immediate and Ongoing Word of Mouth?” Journal of Marketing Research, October, 869-880.
Berger, Jonah and Devin Pope, “Can Losing Lead to Winning?” Management Science, 57, 817-827.
Berger, Jonah, Alan T. Sorensen, and Scott J. Rasmussen, Marketing Science, 29, 815-827.
Berger, Jonah and Gael Le Mens, “How Adoption Speed Affects the Abandonment of Cultural Tastes,” Proceedings of the National Academy of Sciences, 106, 8146-8150.
Berger, Jonah, Marc Meredith, and S. Christian Wheeler, “Contextual Priming: Where People Vote Affects How They Vote,” Proceedings of the National Academy of Sciences, 105, 8846-8849.
Berger, Jonah and Gráinne M. Fitzsimons, “Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice,” Journal of Marketing Research, 45, 1-14.
Berger, Jonah and Chip Heath, “Where Consumers Diverge from Others: Identity-Signaling and Product Domains,” Journal of Consumer Research, 34, 121-134.
