Jonah Berger (born c. 1981) is an American professor and author. He serves as a Marketing Professor at the Wharton School of the University of Pennsylvania.
Biography
Born in Washington, D.C., Berger was raised in Chevy Chase, Maryland, and attended the magnet program at Montgomery Blair High School in Silver Spring. He earned a B.A. in Human Judgment and Decision Making from Stanford University in 2002, followed by a PhD in marketing from Stanford's Graduate School of Business in 2007. Berger is known for his research and writings on psychology, marketing, social influence, and virality. He has authored several books, including "Contagious: Why Things Catch On" and "Invisible Influence: The Hidden Forces That Shape Behavior."
Publications
Books
- Contagious: Why Things Catch On, Simon & Schuster, 2013
- Amazon Best book of 2013
- Audible Best Audiobook of 2013
- Invisible Influence: The Hidden Factors that Shape Behavior, Simon & Schuster, 2016
- The Catalyst: How to Change Anyone's Mind (2020)
- Magic Words: What to Say to Get Your Way (2023)
Selected articles
- Berger, Jonah and Grant Packard (2018), âÂÂAre Atypical Things More Popular?âÂÂ, Psychological Science, 29(7), 1178âÂÂ1184.
- Packard, Grant and Jonah Berger (2017), "How Language Shapes Word of MouthâÂÂs Impact", Journal of Marketing Research, 54(4), 572âÂÂ588.
- Akpinar, Ezgi and Jonah Berger (2015), "Drivers of Cultural Evolution: The Case of Sensory MetaphorsâÂÂ, Journal of Personality and Social Psychology, 109 (1), 20âÂÂ34.
- Berger, Jonah (2014) "Word-of-Mouth and Interpersonal Communication: A Review and Directions for Future ResearchâÂÂ, Journal of Consumer Psychology, 24(4), 586âÂÂ607.
- Berger, Jonah and Katy Milkman (2012), "What Makes Online Content Viral?", Journal of Marketing Research, 49 (2), 192âÂÂ205.
- Berger, Jonah and Raghuram Iyengar (2013), "Communication Channels and Word of Mouth: How the Medium Shapes the MessageâÂÂ, Journal of Consumer Research, October.
- Zoey Chen and Jonah Berger (2013), "When, Why, and How Controversy Causes Conversation", Journal of Consumer Research, October.
- Berger, Jonah, Eric Bradlow, Alex Braunstein, and Yao Zhang (2012), "From Karen to Katie: Using Baby names to Study Cultural EvolutionâÂÂ, Psychological Science, 23 (10), 1067âÂÂ1073.
- Sela, Aner and Jonah Berger (2012), "Decision Quicksand: How Trivial Choice Suck Us InâÂÂ, Journal of Consumer Research, 39(2), 360âÂÂ370.
- Berger, Jonah and Eric Schwartz (2011), "What Drives Immediate and Ongoing Word of Mouth?", Journal of Marketing Research, October, 869âÂÂ880.
- Berger, Jonah and Devin Pope (2011), "Can Losing Lead to Winning?", Management Science, 57(5), 817âÂÂ827.
- Berger, Jonah, Alan T. Sorensen, and Scott J. Rasmussen (2010), âÂÂPositive Effects of Negative Publicity: When Negative Reviews Increase Sales,â Marketing Science, 29(5), 815âÂÂ827.
- Berger, Jonah and Gael Le Mens (2009), "How Adoption Speed Affects the Abandonment of Cultural Tastes", Proceedings of the National Academy of Sciences, 106, 8146âÂÂ8150.
- Berger, Jonah, Marc Meredith, and S. Christian Wheeler (2008), "Contextual Priming: Where People Vote Affects How They VoteâÂÂ, Proceedings of the National Academy of Sciences, 105 (26), 8846âÂÂ8849.
- Berger, Jonah and Gráinne M. Fitzsimons (2008), "Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and ChoiceâÂÂ, Journal of Marketing Research, 45(1), 1âÂÂ14.
- Berger, Jonah and Chip Heath (2007), "Where Consumers Diverge from Others: Identity-Signaling and Product DomainsâÂÂ, Journal of Consumer Research, 34(2), 121âÂÂ134.
Awards
References
External links