Ideas spread from person to person, but how far they go depends on the pattern of connections between people.
About Jonah Berger
Jonah Berger is an Associate Professor of Marketing at the Wharton School of the University of Pennsylvania. He holds a B.A. in Human Judgment and Decision Making from Stanford University and a Ph.D. from Stanford Graduate School of Business. He has served as a visiting faculty member at Duke University and Cornell University.
The recipient of numerous awards for teaching and research, Professor Berger received Wharton's MBA Teaching Commitment and Curricular Innovation Award and won their "Iron Prof" faculty competition for outstanding research. In recognition of his research on social dynamics-which mixes psychology, sociology, marketing, and economics to understand why products, ideas, and behaviors become popular-Mr. Berger has been named one of the top five most productive researchers in marketing by the American Marketing Association and received early career awards from both the Association for Consumer Research and the Society for Consumer Psychology.
Professor Berger is the author of Contagious: Why Things Catch On, which appeared on the bestseller lists of the New York Times and the Wall Street Journal and has been translated into almost 30 languages. He also has published dozens of articles in top-tier academic journals and has consulted for a variety of Fortune 500 companies.