Jonah Berger: The Science of Why Things Catch On

Jonah Berger is a distinguished marketing professor at the Wharton School of the University of Pennsylvania and a leading expert on how products, ideas, and behaviors spread. His research focuses on the science behind why things become popular and what makes people talk, share, and imitate.

Academic Background and Research

Berger earned his PhD in Marketing from Stanford University, where he also completed his undergraduate degree in Cognitive Science. His academic work bridges psychology and marketing, examining the psychological drivers behind social transmission and word-of-mouth.

His research has been published in top-tier academic journals including:

• Journal of Consumer Research
• Journal of Marketing Research
• Psychological Science
• Science

Berger’s academic contributions have earned him recognition as one of the world’s leading experts on word-of-mouth and viral marketing.

Key Research Areas

Social Transmission

Berger’s research examines why people talk about certain products and ideas more than others. He has identified key psychological drivers that make content more likely to be shared, including:

• Social Currency: How sharing makes people look good
• Triggers: Environmental cues that remind people of ideas
• Emotion: How feelings drive sharing
• Public: The importance of observability
• Practical Value: How usefulness drives transmission
• Stories: The power of narrative in spreading ideas

Word-of-Mouth Marketing

Berger has extensively studied word-of-mouth marketing, which research shows is the primary factor behind 20-50% of all purchasing decisions. His work reveals:

• Why organic word-of-mouth is more effective than advertising
• How to design products and messages that people want to talk about
• The role of social networks in spreading ideas

Consumer Psychology

His research explores the psychological factors that influence consumer behavior, including:

• The role of social influence in decision-making
• How people are affected by others without realizing it
• The unconscious drivers of consumer choice

Books and Publications

Contagious: Why Things Catch On (2013)

Berger’s first book, “Contagious,” distills his years of research into six key principles that make products and ideas spread. The book became a Wall Street Journal and New York Times bestseller and has been translated into over 30 languages.

Invisible Influence (2016)

In his second book, “Invisible Influence,” Berger explores how people are affected by others without realizing it, showing how social influence shapes everything from the cars we buy to the candidates we support.

Academic Publications

Berger has published over 50 academic articles on topics including:

• The psychology of word-of-mouth
• How social influence affects behavior
• The role of emotions in driving sharing
• The impact of social networks on adoption

Speaking and Consulting

Beyond academia, Berger is a sought-after speaker and consultant for major brands and organizations. He has worked with companies including:

• Google
• Apple
• Nike
• Coca-Cola
• The Gates Foundation

His insights have helped organizations understand how to make their products, ideas, and messages more contagious.

Media Presence

Berger’s work has been featured in major media outlets including:

• The New York Times
• Wall Street Journal
• Science
• Harvard Business Review
• NPR
• CNN

He regularly contributes to discussions about marketing, consumer behavior, and social influence.

Teaching and Impact

At Wharton, Berger teaches courses on marketing, consumer behavior, and word-of-mouth. His research has influenced:

• Marketing strategies for major corporations
• Public policy campaigns
• Social movements
• Educational initiatives

His work bridges the gap between academic research and practical application, making complex psychological concepts accessible to business leaders and marketers.

Contemporary Relevance

In today’s hyperconnected world, Berger’s insights are more relevant than ever:

• His research helps explain the spread of viral content on social media
• His principles guide marketing strategies in an era of declining advertising effectiveness
• His work on social influence is crucial for understanding political and social movements
• His insights help organizations create products and messages that people want to share

Jonah Berger’s contribution to our understanding of why things catch on has fundamentally changed how businesses, organizations, and individuals think about spreading ideas and influencing behavior.