Guest: Jonah Berger
Why does a fad become a fad? Why does a video go viral? What makes some products catch on when others fail? Wharton marketing professor Jonah Berger has spent the last 10 years researching the power of word-of-mouth and what it takes to get people talking and sharing. Some of it, he says has to do with our need to appear “in the know rather than behind the times.” Berger’s new book is Contagious: How Products, Behaviors and Ideas Catch On. He joins us in the studio to talk about his research into how things become popular.