Jonah Berger

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. 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.