Jonah Berger Ph.D.


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. Dr. Berger holds a Ph.D. in Marketing from Stanford University and is currently a Professor of Marketing at Wharton School of Business at the University of Pennsylvania.