Jonah Berger: Social Influence and Word of Mouth

Subscribe to the Outside In podcast:

How does anything become popular? And what are the influences that dictate our decisions — whether we’re conscious of it or not? Wharton School Professor Jonah Berger is a world-renowned expert on social influence, consumer behavior, and why things spread or go viral. He’s also written two bestselling books: Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior. Berger joins the podcast to explain why, at its core, word of mouth marketing is about understanding your audience’s needs and motivations. While you “can’t cheat the system” with word of mouth, you can create it and get people sharing and talking about your stuff.

Listen to this episode to learn:

  • Why social currency makes people feel like insiders
  • The impact of word of mouth, and why it happens less online than you think
  • How triggers like “peanut butter and…” or the Snickers “Hangry” ad campaign can serve as reminders for brands and products
  • How emotions (both positive and negative) can motivate us to share, or hold us back from sharing
  • The brand strategy behind “same, but different” — or, why “optimal distinctiveness” has been so successful for companies like Apple, Chobani, and others
  • A preview of Berger’s next book about how to change anyone’s mind
  • Will the “royal” baby name Archie catch on, and how long until it falls out of fashion?

For more information on Jonah Berger: jonahberger.com

You may be interested in:

Brand matters… now more than ever

Brand matters... now more than ever In the face of rapidly shifting customer expectations, it can be hard for brands to maintain relevance. Charles Trevail, CEO of C Space and Interbrand, delves into the recent changes in consumer behavior, and why,...

Rita McGrath: Inflection Spotting

Rita McGrath: Inflection Spotting Subscribe to the Outside In podcast: Any company can detect early warning signs of a looming inflection point. They just need to know where to look and when to act. So says Columbia Business School professor and author...

C Space launches ‘Customer as a Service’ scheme

C Space launches ‘Customer as a Service’ scheme

Research Live

UK – Global customer agency C Space has consolidated its insight offering by launching a new toolkit, ‘Customer as a Service’ (CaaS).

Branding with Soul: Q&A with Tina Sharkey, co-founder & CEO, Brandless

Branding with Soul: Q&A with Tina Sharkey, co-founder & CEO, Brandless Tina Sharkey is an entrepreneurial force. Since the days of the dial-up modem, she has been building communities, companies, and brands “with soul.” Today, she’s co-founder and CEO of Brandless, a...

Tom Siebel: What Exactly is Digital Transformation?

Tom Siebel: What Exactly is Digital Transformation? Subscribe to the Outside In podcast: In the corporate world, it’s evolve or die. Since 2000, 52% of Fortune 500 companies have either been acquired, merged, or gone bankrupt. Tom Siebel believes digital...