Dynamic young Wharton professor Berger draws on his research to explain the six steps that make products or ideas contagious. Why do some products get more word of mouth than others? Why does some online content go viral?
Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and is the internationally bestselling author of
Invisible Influence. He’s published dozens of papers in top-tier academic journals, consulted for a range of Fortune 500 companies (e.g., Google, Apple, and Nike), and popular accounts of his work often appear in places like
New York Times,
The Wall Street Journal, and
Harvard Business Review.