Jonah Berger is a renowned expert on word of mouth, influence, consumer behavior, and how products, ideas, and behaviors are shared and disseminated.
Professor Berger analyzes the impact of digital and traditional marketing, as well as social media, on consumer behavior and product demand. He specializes in using sophisticated quantitative tools, such as natural language processing and automated content analysis, to gain behavioral insights from textual data. He has also conducted hundreds of surveys in his academic work and has opined on surveys as an expert witness. In Ciccio et al. v. SmileDirectClub LLC et al., for example, he rebutted a survey and analyzed marketing data to demonstrate the need for individualized inquiry. Professor Berger has frequently testified in depositions and at trial.
In his research, Professor Berger assesses how text in online reviews, customer service calls, press releases, marketing communications, and other interactions can be used to gain insights about the impact of marketing. He has also studied what makes certain online content go viral, the effects of negative publicity, and how assortment size influences brand perceptions and choice.
Professor Berger is the author of bestselling books on consumer behavior, including Magic Words: What to Say to Get Your Way (2023); The Catalyst: How to Change Anyone’s Mind (2020); Invisible Influence: The Hidden Forces That Shape Behavior (2016); and Contagious: Why Things Catch On (2013). Amazon cited Contagious among its Best Business Books of the Year.
Professor Berger has published over seventy academic articles, including in leading journals such as the Journal of Marketing and the Journal of Consumer Research. His coauthored article “What Makes Online Content Go Viral?” won Sage’s 2023 10-Year Impact Award, which recognizes articles with lasting influence in the decade since their publication. The Journal of Marketing Research https://group.sagepub.com/press-releases/sages-10-year-impact-awards-recognize-research-with-long-term-influencealso honored this article with its William F. O’Dell Award, for significant, long-term contribution to marketing theory, methodology, and/or practice.
The American Management Association named Professor Berger one of the top thirty leaders in business. He consults to major tech firms, global retailers, and leading nonprofit organizations.
Professor Berger has served on the editorial boards of the Journal of Consumer Research, the Journal of Marketing Research, Marketing Science, and the Journal of Consumer Psychology, among others. The New York Times, Wall Street Journal, and Harvard Business Review often cover his research.
At the Wharton School, Professor Berger has received multiple awards for excellence in research and teaching. He has taught courses on consumer behavior and marketing management, and his online course is one of the most popular in the world.
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