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


  • Katherine L. Milkman, Jonah Berger (Under Review), The Science of Sharing and the Sharing of Science.
  • Jonah Berger, Raghuram Iyengar (MKTG) (Forthcoming), Communication Channels and Word of Mouth: How the Medium Shapes the Message.  
  • Jonah Berger, Raghuram Iyengar (2013), Communication Channels and Word of Mouth: How the Medium Shapes the Message, Journal of Consumer Research  
  • Zoey Chen, Jonah Berger (Forthcoming), When, Why, and How Controversy Causes Conversation.  
  • Aner Sela, Jonah Berger, Gia Nardini (Work In Progress), How Tradeoffs Shrink Attribute Hierarchy.  
  • Alixandra Barasch, Jonah Berger (Under Review), Broadcasting and Narrowcasting: How Audience Size Impacts What People Share.  
  • Aner Sela, Jonah Berger (2012), How Attribute Quantity Influences Option Choice, Journal of Marketing Research, XLIX, 942 - 953.    Abstract
  • Blakeley McShane, Eric Bradlow, Jonah Berger (2012), Visual Influence and Social Groups, Journal of Marketing Research, XLIX, 854 - 871.    Abstract
  • Jonah Berger (Work In Progress), How Senses Shape Language: The Cultural Success of Sensory Metaphors.  
  • Jonah Berger (Work In Progress), Word-of-Mouth and Interpersonal Communication: An Organizing Framework and Directions for Future Research.  
  • Cindy Chan, Jonah Berger, Leaf Van Boven (2012), Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice, Journal of Consumer Research, 39 (3), 561 - 573.    Abstract
  • Jonah Berger, Katy Milkman (2012), What Makes Online Content Viral?, Journal of Marketing Research, Forthcoming.    Abstract  Description  Related Materials
  • Amit Bhattacharjee, Jonah Berger, Geeta Menon (Working), Escaping the Crosshairs: Reactance to Identity Marketing.  
  • Cindy Chan, Jonah Berger, Leaf Van Boven (Under Review), Identifiable but not Identical: Combining Social Identity and Uniqueness Motives in Choice.    Abstract  Description
  • Jonah Berger, Eric Schwartz (2011), What Drives Immediate and Ongoing Word-of-Mouth?, Journal of Marketing Research, October, 869-880.    Abstract  Description  Related Materials
  • Aner Sela, Jonah Berger (2011), Decision Quicksand: When Trivial Choices Suck Us In, Journal of Consumer Research, Forthcoming.    Abstract  Description  Related Materials
  • Eva Buechel, Jonah Berger (Under Review), Facebook Therapy? Why Do People Share Self-Relevant Content Online?.  
  • Jonah Berger (2011), Arousal Increases Social Transmission of Information, Psychological Science, 22(7), 891-893.  
  • Jonah Berger, Devin Pope (2011), Can Losing Lead to Winning?, Management Science, 57(5), 817-827.    Abstract  Description  Related Materials
  • Jonah Berger, Ben Ho, Yogesh Joshi (Working), Identity Signaling with Social Capital: A Model of Symbolic Consumption.    Abstract  Description
  • Jonah Berger, Baba Shiv (2011), Food, Sex, and the Hunger for Distinction, Journal of Consumer Psychology, 21, 464 - 472.    Abstract  Description
  • Jonah Berger (Working), Does Presentation Order Impact Choice After Delay?.    Abstract  Description
  • Raghu Iyengar, Jonah Berger (Under Review), How the Quantity and Timing of Social Influence Impact Product Adoption.    Abstract
  • Lindsay Rand, Jonah Berger, eds., Using Identity Signaling to Combat Obeisity and Improve Public Health (2011).  
  • Nathanael J. Fast, Jonah Berger (Under Review), Message Splitting: Using Self-Relevant Material to Increase Prosocial Behavior.    Abstract  Description
  • Jonah Berger, Morgan Ward (2010), Subtle Signals of Inconspicuous Consumption, Journal of Consumer Research, 37, 555 - 569.    Abstract  Description  Related Materials
  • Jonah Berger, Alan T. Sorensen, Scott J. Rasmussen (2010), Positive Effects of Negative Publicity: When Negative Reviews Increase Sales, Marketing Science, 29 (5), 815 - 827.    Abstract  Description  Related Materials
  • Andrew Stephen, Jonah Berger (Working), Creating Contagious: How Social Networks and Item Characteristics Combine to Spur Ongoing Consumption and Drive Social Epidemics.    Abstract
  • Jonah Berger, Chip Heath, Ben Ho (Working), Divergence in Cultural Practices: Tastes as Signals of Identity.  
  • Yaniv Dover, Jonah Berger, Jacob Goldenberg, Daniel Shapira (Working), Using the Internet to Spot Secrets.  
  • Jonah Berger (Working), When Does Social Influence Attract versus Repel? Identity-Signaling, Conformity, and Divergence.  
  • Lindsay Rand, Jonah Berger, eds., Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge (2010).
  • Jonah Berger, "Using Identity Signaling to Improve Public Health". In Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge, edited by Lindsay Rand, Jonah Berger, (2010).
  • Jonah Berger, Gael Le Mens (2009), How Adoption Speed Affects the Abandonment of Cultural Tastes, Proceedings of the National Academy of Sciences, 106, 8146 - 8150.    Abstract  Description  Related Materials
  • Aner Sela, Jonah Berger, Wendy Liu (2009), Variety, Vice, and Virtue: How Assortment Size Influences Option Choice, Journal of Consumer Research, 35 (3), 941 - 951.    Abstract  Description
  • Jonah Berger (2009), Key Considerations in Studying Cultural Abandonment Using Baby Names, Proceedings of the National Academy of Sciences
  • Jonah Berger, Chip Heath (2008), Who Drives Divergence? Identity-Signaling, Outgroup Dissimilarity, and the Abandonment of Cultural Tastes, Journal of Personality and Social Psychology, 95 (3), 593 - 607.    Abstract  Description  Related Materials
  • Jonah Berger, Lindsay Rand (2008), Shifting Signals to Help Health: Using Identity-Signaling to Reduce Risky Health Behaviors, Journal of Consumer Research, 35 (2), 509 - 518.    Abstract  Description
  • Jonah Berger, Marc Meredith, S. Christian Wheeler (2008), Contextual Priming: Where People Vote Affects How They Vote, Proceedings of the National Academy of Sciences, 105 (26), 8846 - 8849.    Abstract  Description  Related Materials
  • Jonah Berger (2008), Identity-Signaling, Social Influence, and Social Contagion, Peer Influence Processes Among Youth, Eds. Mitch Prinstein and Ken Dodge, Guilford Press.  
  • Jonah Berger, Grainne 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.    Abstract  Description  Related Materials
  • Jonah Berger, Chip Heath (2007), Where Consumers Diverge from Others: Identity-Signaling and Product Domains, Journal of Consumer Research, 34 (2), 121 - 134.    Abstract  Description  Related Materials
  • S. Christian Wheeler, Jonah Berger (2007), When the Same Prime Leads to Different Effects, Journal of Consumer Research, 34 (3), 357 - 368.    Abstract  Description
  • Jonah Berger, Michaela Draganska, Itamar Simonson (2007), The Influence of Product Variety on Brand Perceptions and Choice, Marketing Science, 26, 460 - 472.    Abstract  Description  Related Materials
  • Emily Pronin, Jonah Berger, Sarah Molouki (2007), Alone in a Crowd of Sheep: Asymmetric Perceptions of Conformity and Their Roots in an Introspection Illusion,, Journal of Personality and Social Psychology, 92 (4), 585 - 595.    Abstract  Description  Related Materials
  • Jonah Berger (2006), Focal points in coordinated divergence, Journal of Economic Psychology  
  • Jonah Berger, Chip Heath (2005), Idea Habitats: How the Prevalence of Environmental Cues Influences the Success of Ideas, Cognitive Science, 29 (2), 195 - 221.    Abstract  Description