17 Posts found for Author: Jonah Berger

Wharton marketing professor Jonah Berger’s latest research shows how a simple writing shift can make anyone more persuasive.

Content: Multimedia Content | Authors: Angie Basiouny, Jonah Berger | Source: “Knowledge@Wharton” | Subjects: Career, Personal Development

Even after years of research, Jonah Berger is surprised at how people are so quick to identify the effects of social influence on others, but fail to see those same influences at work on themselves. A Wharton professor and bestselling author of Contagious and Invisible Influence, Berger has spent over 15 years studying how social influence works and how it leads products, services and ideas to catch … [ Read more ]

Content: Article | Author: Jonah Berger | Source: “First Round Review” | Subject: Organizational Behavior

Trying to change someone’s mind often feels like a fruitless pursuit, almost as if it requires waving some sort of magic wand or casting an enchanting spell.

Trying to change someone’s mind often feels like a fruitless pursuit, almost as if it requires waving some sort of magic wand or casting an enchanting spell. On a smaller scale, you might think of a particularly sticky … [ Read more ]

Content: Article | Author: Jonah Berger | Source: “First Round Review” | Subjects: Entrepreneurship, Marketing / Sales

Great customer service is the holy grail of sales. When customers feel satisfied, they spend more money and are more likely to come back. Happy customers write positive reviews online and share their experiences through word of mouth. But great customer service is also really hard. Shoppers complain that sales associates aren’t listening to them or are just going through the motions.

There is a simple … [ Read more ]

Content: Article | Author: Jonah Berger | Source: “Knowledge@Wharton” | Subject: Customer Related

Shared content is a goldmine for marketers, but it’s tough to determine exactly what moves viewers enough to want to share. A new study from Wharton marketing professor Jonah Berger and Daniel McDuff of Microsoft Research looks at the emotional triggers — happiness, sadness, and even disgust — that make people want to share advertising content.

Content: Article | Authors: Daniel McDuff, Jonah Berger | Source: “Knowledge@Wharton” | Subjects: Advertising, Marketing / Sales

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.

Content: Article | Authors: Jonah Berger, Theodore Kinni | Source: “Stanford University” | Subjects: Management, Organizational Behavior, Teamwork

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.

Content: Quotation | Author: Jonah Berger | Source: “Stanford University” | Subjects: Marketing / Sales, Organizational Behavior, Personal Development, Personality / Behavior

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 ]

Content: Book | Author: Jonah Berger | Subject: Marketing / Sales

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.

Content: Article | Authors: Jonah Berger, Raghuram Iyengar | Source: “Knowledge@Wharton” | Subject: Marketing / Sales

Jonah Berger wants to be the next Malcolm Gladwell. Welcome to the making of a guru.

Content: Thought Leader | Authors: Danielle Sacks, Jonah Berger | Source: “Fast Company” | Subject: Marketing / Sales

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

Content: Thought Leader | Authors: Jonah Berger, Laura W. Geller | Source: “strategy+business” | Subject: Marketing / Sales

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.

Content: Quotation | Author: Jonah Berger | Source: “strategy+business” | Subject: Marketing / Sales

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.”

Content: Quotation | Author: Jonah Berger | Source: “strategy+business” | Subject: Marketing / Sales

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 ]

Content: Quotation | Author: Jonah Berger | Source: “strategy+business” | Subjects: Communication, Marketing / Sales, Organizational Behavior, Personality / Behavior

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

Content: Article | Author: Jonah Berger | Source: “Stanford University” | Subject: Marketing / Sales

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 ]

Content: Article | Authors: Grainne Fitzsimons, Jonah Berger | Source: “Knowledge@Wharton” | Subject: Marketing / Sales

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.

Content: Article | Authors: Christian Wheeler, Jonah Berger | Source: “Stanford University” | Subject: Marketing / Sales