Jonah Berger

From Wikipedia, the free encyclopedia
Jonah Berger
Jonah Berger Headshot.jpg
Washington, D.C.
Alma materStanford University, Stanford Graduate School of Business
Occupation(s)Writer, Professor[1]
Known forContagious: Why Things Catch On

The Catalyst: How To Change Anyone's Mind

Invisible Influence: The Hidden Forces that Shape Behavior

Jonah Berger is a professor at the Wharton School of the University of Pennsylvania, an internationally best-selling author, and an expert on change, word of mouth, viral marketing, social influence, and how products, ideas, and behavior catch on.[2] He has published over 50 articles in academic journals, and has written for The New York Times,[3][4] Wall Street Journal,[5] and Harvard Business Review.[6][7] Over a million copies of his books Contagious: Why Things Catch On, Invisible Influence: The Hidden Forces that Shape Behavior, and The Catalyst: How to Change Anyone's Mind[8] are in print in over 35 countries around the world.

Berger often keynotes major conferences and events like SXSW and Cannes Lions, advises various early-stage companies, and consults for organization's like Apple, Google,[8] Nike, Amazon, GE, 3M, and the Gates Foundation.[9]


Berger grew up in Washington, DC and Chevy Chase, Maryland and attended the magnet program at Montgomery Blair High School in Silver Spring.[10] He attended Stanford University and earned a B.A. in Human Judgment and Decision Making in 2002, and a Ph.D. in marketing from Stanford’s Graduate School of Business in 2007.[11] Berger writes about psychology, marketing, social influence, and virality as a LinkedIn Influencer.[12]



  • The Catalyst: How to Change Anyone's Mind
  • Invisible Influence: The Hidden Factors that Shape Behavior, Simon & Schuster, 2016
  • Contagious: Why Things Catch On, Simon & Schuster, 2013
    • Amazon Best book of 2013[13]
    • Audible Best Audiobook of 2013 [14]

Selected articles[edit]

  • Berger, Jonah and Grant Packard (2018), “Are Atypical Things More Popular?” Psychological Science, 29(7), 1178-1184.
  • Packard, Grant and Jonah Berger (2017), “How Language Shapes Word of Mouth’s Impact,” Journal of Marketing Research, 54(4), 572-588.
  • Akpinar, Ezgi and Jonah Berger (2015), “Drivers of Cultural Evolution: The Case of Sensory Metaphors,” Journal of Personality and Social Psychology, 109 (1), 20-34.
  • Berger, Jonah (2014) “Word-of-Mouth and Interpersonal Communication: A Review and Directions for Future Research” Journal of Consumer Psychology, 24(4), 586-607.
  • Berger, Jonah and Katy Milkman (2012), “What Makes Online Content Viral?” Journal of Marketing Research, 49 (2), 192-205.
  • Berger, Jonah and Raghuram Iyengar (2013), “Communication Channels and Word of Mouth: How the Medium Shapes the Message,” Journal of Consumer Research, October.
  • Zoey Chen and Jonah Berger (2013), “When, Why, and How Controversy Causes Conversation,” Journal of Consumer Research, October.
  • Berger, Jonah, Eric Bradlow, Alex Braunstein, and Yao Zhang (2012), “From Karen to Katie: Using Baby names to Study Cultural Evolution” Psychological Science, 23 (10), 1067-1073.
  • Sela, Aner and Jonah Berger (2012), “Decision Quicksand: How Trivial Choice Suck Us In” Journal of Consumer Research, 39(2), 360-370.
  • Berger, Jonah and Eric Schwartz (2011), “What Drives Immediate and Ongoing Word of Mouth?” Journal of Marketing Research, October, 869-880.
  • Berger, Jonah and Devin Pope (2011), “Can Losing Lead to Winning?” Management Science, 57(5), 817-827.
  • Berger, Jonah, Alan T. Sorensen, and Scott J. Rasmussen (2010), “Positive Effects of Negative Publicity: When Negative Reviews Increase Sales,” Marketing Science, 29(5), 815-827.
  • Berger, Jonah and Gael Le Mens (2009), “How Adoption Speed Affects the Abandonment of Cultural Tastes,” Proceedings of the National Academy of Sciences, 106, 8146-8150.
  • Berger, Jonah, Marc Meredith, and S. Christian Wheeler (2008), “Contextual Priming: Where People Vote Affects How They Vote,” Proceedings of the National Academy of Sciences, 105 (26), 8846-8849.
  • Berger, Jonah and Gráinne M. Fitzsimons (2008), “Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice,” Journal of Marketing Research, 45(1), 1-14.
  • Berger, Jonah and Chip Heath (2007), “Where Consumers Diverge from Others: Identity-Signaling and Product Domains,” Journal of Consumer Research, 34(2), 121-134.


  • The American Marketing Association (AMA) Top 5 Most Productive Researchers in Marketing[15]
  • The Association for Consumer Research (ACR) Early Career Award for Contribution to Consumer Research[16]
  • The Society for Consumer Psychology (SCP) Early Career Award for Distinguished Scientific Contributions to Consumer Psychology[17]
  • The Wharton School of the University of Pennsylvania Iron Professor Award for Awesome Faculty Research[18]
  • The Wharton School of the University of Pennsylvania MBA Teaching Commitment and Curricular Innovation Award, 2011[19]
  • New York Times, Year in Ideas[20]


  1. ^ Clark, Dorie. "How to Create Viral Content". Forbes. Retrieved 6 March 2014.
  2. ^ Sacks, Danielle. ""Fifty Percent Of 'The Tipping Point' Is Wrong." Jonah Berger Shows You Which Half". Fast Company. Retrieved 6 March 2014.
  3. ^ "Readers Don't Like to Be Fooled". The New York Times. Retrieved 2018-04-19.
  4. ^ Kitroeff, Natalie (2014-05-19). "Why That Video Went Viral". The New York Times. ISSN 0362-4331. Retrieved 2018-04-19.
  5. ^ Lehrer, Jonah (2011-07-23). "Why You Just Shared That Baby Video". Wall Street Journal. ISSN 0099-9660. Retrieved 2018-04-19.
  6. ^ "When Controversy Sparks Buzz—and When It Doesn't". Harvard Business Review. 2014-04-01. Retrieved 2018-04-19.
  7. ^ "The Goldilocks Theory of Product Success". Harvard Business Review. 2016-07-07. Retrieved 2018-04-19.
  8. ^ a b Anderson, Kare. "The Secret Behind Why Things Catch On". Forbes. Retrieved 6 March 2014.
  9. ^ Berger, Jonah. "Jonah Berger". Jonah Berger. Retrieved 6 March 2014.
  10. ^ Henderson, Nia-Malika (June 14, 2016). "Jonah Berger: "Invisible Influence: The Hidden Forces That Shape Behavior"". The Diane Rehm Show. WAMU.
  11. ^ Markovich, Jeremy. "Inside the Curious Mind of Jonah Berger". Wharton Magazine. No. Spring/Summer 2017. Retrieved 29 August 2018.
  12. ^ "Jonah Berger - Marketing Department". University of Pennsylvania - Wharton School. Retrieved 6 March 2014.
  13. ^ " Business & Investing: Books". Retrieved 27 October 2021.
  14. ^ "Best Audiobooks of 2013 | Business |". Archived from the original on 4 March 2016. Retrieved 25 January 2022.
  15. ^ "(2013)" (PDF). Retrieved 2 September 2018.
  16. ^ "ACR Early Career Award - ACR". Retrieved 2 September 2018.
  17. ^ "Society for Consumer Psychology: Honorees". 24 March 2013. Archived from the original on 24 March 2013. Retrieved 2 September 2018.
  18. ^ "2011 Wharton Business Plan Competition "Great Eight" Finalists Vie for over $116,000 in Prizes, VC Interest - News". 12 April 2011. Retrieved 2 September 2018.
  19. ^ "Wharton's SPIKE® - MBA Program Office". Retrieved 2 September 2018.
  20. ^ Davich, Adrienne (10 December 2006). "Voting-Booth Feng Shui". The New York Times. Retrieved 27 October 2021.

External links[edit]