Best-selling author on the science of influence
The science of why things catch on
Human behaviour & decision-making
How to disruption-proof your business
Go-to-market strategy & new product launch
Marketing & advertising in the digital age
How to be more influential
Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and bestselling author of Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behaviour.
Jonah has spent over 15 years studying how social influence works and how it drives products and ideas to catch on. He’s taught Wharton’s top ranked online course, published dozens of articles in top-tier academic journals, consulted for a variety of Fortune 500 companies, and popular outlets like the New York Times and Harvard Business Review often cover his work.
Why do some things catch on while others fail? What makes online content viral? And why do some products, ideas, and behaviours get more word of mouth than others? Professor Jonah Berger examines the behavioural science that underlies these questions. He examines how people make decisions, how ideas diffuse, and how social influence shapes behaviour.
He has helped a host of companies and organisations get their stuff to catch on. From Fortune 500 companies to small start-ups, and multinationals to non-profits, Jonah has helped drive new product adoption, sharpen effective messaging, and develop marketing strategy.