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Jonah Berger is a professor of marketing at the University of Pennsylvania’s Wharton School of Business, where his research focuses on social influence, consumer behavior, and the factors that drive cultural transmission. He earned his PhD in marketing from Stanford Graduate School of Business, following his undergraduate studies at Stanford University where he studied Human Judgment and Decision Making.
Before publishing Contagious in 2013, Berger established his academic reputation through research published in academic journals such as the Journal of Consumer Research, Journal of Marketing Research, and Psychological Science. His studies examined various aspects of social transmission, including how emotion affects sharing, what types of content become viral, and how social influence shapes consumer decisions.
Contagious emerged from a popular course Berger developed at Wharton titled “Contagious: How Products, Behaviors, and Ideas Catch On.” The book synthesized a decade of research into social transmission, presenting academic findings in an accessible format for business professionals and general readers. Upon release, it entered the New York Times, Wall Street Journal, and Washington Post bestseller lists, marking a successful transition from academic writing to mainstream business literature.
The book arrived at a pivotal moment in marketing history, as organizations grappled with the rise of social media and sought to understand viral phenomena. While many contemporary marketing books focused on specific digital platforms or technological tools, Berger’s work differentiated itself by examining the fundamental psychological principles that drive sharing across all contexts, both online and offline.
Following the success of Contagious, Berger expanded his examination of social influence with subsequent books including Invisible Influence: The Hidden Forces that Shape Behavior (2016), The Catalyst: How to Change Anyone’s Mind (2020), and Magic Words: What to Say to Get Your Way (2023). These works built upon themes introduced in Contagious, exploring how social forces affect decision-making and how to create meaningful change in organizational and personal contexts.
In addition to his publishing and academic work, Berger serves as a consultant to various Fortune 500 companies, helping organizations apply his research findings to marketing challenges. He frequently speaks at conferences and corporate events, discussing the science of social transmission and behavioral change.
The impact of Contagious extends beyond marketing circles. The book has been translated into more than 35 languages and is used as a text in business schools, marketing programs, and professional development courses worldwide. Its principles have influenced how organizations approach word-of-mouth marketing, content creation, and social media strategy.
Berger’s work fits within a broader genre of research-based business literature that translates academic insights into practical applications. Similar to works by authors such as Daniel Kahneman and Adam Grant, Contagious bridges the gap between scholarly research and business practice, providing evidence-based strategies rather than relying solely on anecdotal evidence or personal experience. Throughout his career, Berger has maintained dual roles as an academic researcher and business consultant, allowing him to test and refine his theories in both laboratory and real-world settings.
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