Contagious: Why Things Catch On


March 16, 2013


Jonah Berger


Wharton School at U of Penn


What makes things popular? Why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? Wharton marketing professor Jonah Berger has spent the last decade answering these questions. In this new book, Contagious: Why Things Catch On, Berger reveals the secret science behind word-of-mouth and social transmission, and shares the reasons why certain stories get shared, e-mails get forwarded, or videos go viral. He will share how to leverage these concepts to craft contagious content and make your product or idea catch on.


Jonah Berger

Jonah Berger is the James G. Campbell Jr. Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania. His research has been published in top-tier academic journals, and popular accounts of his work have appeared in The New York Times, The Wall Street Journal, Science, Harvard Business Review, and more. His research has also been featured in the New York Times Magazine’s “Year in Ideas.” Berger has been recognized with a number of awards for both scholarship and teaching.