Use Social Influences to Be a Better Manager

A new book shows how you can create a better team by recognizing people’s needs to stand out, fit in, and shape their identities.

Jonah Berger

It’s hard to find a decision or behavior that isn’t affected by other people. In fact, looking across all domains of our lives, there is only one place we don’t seem to see social influence — ourselves.

Contagious: Why Things Catch On

What makes things popular?

If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times … [ Read more ]

Think Your Product Is Too Boring for Word of Mouth Marketing? Think Again

Does word-of-mouth work the same way for all products and in all media? Jonah Berger and fellow Wharton marketing professor Raghuram Iyengar say no: The medium being used — oral versus written — actually influences which products get talked about. What’s more, marketers can capitalize on this knowledge to better exploit the power of word of mouth.

Jonah Berger Is Over Twitter

How the science of social transmission can help your brand catch on—and why tweeting alone is not enough.

Jonah Berger

People tend to read The Tipping Point and think that if they just find the mavens, the connectors, and the salesmen, they’ll be done. But there’s no data to suggest that certain people are repeatedly more influential than others in a way that marketers can use.

Jonah Berger

The problem with online is it has encouraged people to mistake activity for productivity. “Just because we’re doing something, it must be the right thing.”

Jonah Berger

One thing that my colleagues and I are thinking about now is how the different channels that we use for sharing affect what we say. Face to face, we don’t want to sit in silence, so we say anything to pass the time. But online is a written medium, which allows us more time to construct and refine what we want to pass on. We … [ Read more ]

Why Do Some Ideas Spread?

Can any message be shaped to spread? A scholar offers tips to increase the odds.

Pumas, Planets and Pens: How Cues in the Environment Influence Consumer Choice

In a new research paper titled, “Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice,” Wharton marketing professor Jonah Berger suggests that what you see in your everyday world can influence what you buy. For example, participants in one study who were shown more images of dogs liked sneakers from the Puma brand more than those … [ Read more ]

Customer Behavior – Be Careful to Segment

Verbal, visual, or cognitive cues can have very opposite effects when used on different groups of potential customers, say researchers Christian Wheeler and Jonah Berger.