Chicago Authors Program: Jonah Berger
Tuesday, May 6, 2014
The Union League Club
65 W. Jackson Blvd.
New York Times bestseller
Why do things catch on? If you answered, “Advertising,” think again. People don’t listen to advertisements, they listen to their peers. So why do we talk about some products and ideas but not others? Why do some stories and rumors spread and others not? What makes online content go viral?
Marketing Professor Jonah Berger of the Wharton School of Business has spent the last decade studying these questions. He has examined why an article from The New York Times makes the paper’s own “Most E-mailed” list, why a product ignites word-of-mouth endorsements, and how social influence shapes our decisions about the cars we purchase, the clothes we wear, and the names we give our children. Professor Berger reveals the secret science behind word-of-mouth and social transmission, distilling six key principles that drive the contagion factor behind consumer products, policy initiatives, workplace rumors, and YouTube videos.
For questions or special needs, please contact Kelly Brosnan, Marquette University Engagement and External Outreach at Kellbell312@aol.com or 312.315.5874.