Photo of Jonah Berger

Jonah Berger

Associate Professor of Marketing

Research Interests: diffusion, identity, consumer decision making, product adoption and abandonment, social contagion, social influence, viral marketing, word of mouth

Links: CV, Personal Website

Author of the New York Times and Wall Street Journal Bestseller Contagious: Why Things Catch On.

What makes ideas viral and products spread contagiously? Professor Jonah Berger studies social epidemics, or how products, ideas, and behaviors catch on and become popular. He examines how individual decision making and social dynamics (e.g., social influence) between people generate collective outcomes such as social contagion and trends. Most recently, Professor Berger has examined why certain products get more word-of-mouth than others and why certain online content goes viral.

His research has been published in top-tier academic journals including the Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Management Science, Psychological Science, Journal of Personality and Social Psychology, and the Proceedings of the National Academy of Sciences. Popular accounts of his work have appeared in the New York Times, Wall Street Journal, NPR, Science, Harvard Business Review, Sloan Management Review, Business Week, Wired, and The Economist and his research has been featured in the New York Times Magazine's Year in Ideas.