Jonah Berger on How Ideas Become Popular
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Wharton professor, Jonah Berger talks about why some ideas are contagious and how to take advantage of word-of-mouth marketing. Berger has spent over a decade studying the science of social transmission and the psychology of talk in word of mouth. Six scientific principles have emerged from this that people can apply and they are: social currency, triggers, emotion, public, practical value, and stories. And why exactly is word-of-mouth more effective than advertising? It comes down to trust.
Dr. Jonah Berger is a professor at the Wharton School at the University of Pennsylvania and a world-renowned expert on innovation, change, word of mouth, and why products, services, and ideas catch on. He is an internationally bestselling author and over a million copies of his books, The Catalyst: How to Change Anyone’s Mind, Contagious: Why Things Catch On, and Invisible Influence: The Hidden Forces that Shape Behavior, are in print in over 35 languages around the world. He has published over 50 articles in top-tier academic journals, teaches Wharton’s highest rated online course, and popular accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review.
- Shares tactics for leading innovation, changing minds, and driving success in an age of disruption
- Marketing professor at the University of Pennsylvania’s Wharton School and recipient of their “Iron Professor” Teaching Award
- 15+ years of behavioral science research on social influence, why products and ideas catch on, and the science of change
- Consulted for hundreds of organizations and regularly quoted in places like the Harvard Business Review and New York Times
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