Jonah Berger

Jonah Berger is the James G. Campbell associate professor of marketing at the Wharton School of Business at the University of Pennsylvania. Berger studies social influence and social epidemics, or how products, ideas and behaviors catch on and become popular.

The author of The New York Times and The Wall Street Journal’s best-selling book, Contagious: Why Things Catch On, Berger examines how decision making and social dynamics generate collective outcomes such as social contagion and trends.

Berger uses groundbreaking research to explain why certain products get more notice than others and why certain online content goes viral. He reveals the science behind word-of-mouth and social transmission and addresses how six basic principles – social currency, triggers, emotions, public, practical value and stories – drive all sorts of things to become contagious.

He has been recognized with awards for both scholarship and teaching, including Wharton’s Iron Professor Teaching Award and the MBA Curricular Innovation Award, the Journal of Consumer Research’s Best Paper Award and Early Career Awards from both the Association for Consumer Research and the Society for Consumer Psychology.

Berger has also published dozens of articles in top-tier academic publications and his research has been featured in The New York Times Magazine’s annual Year in Ideas issue.

Follow Jonah Berger on Twitter @j1berger.