Wharton Professor, Bestselling Author of Magic Words, Contagious, Invisible Influence, and The Catalyst, Keynote Speaker, Consultant
Philadelphia, Pennsylvania, United States
224K followers
500+ connections
224K followers
500+ connections
About
Jonah Berger is a Marketing Professor at the Wharton School at the University of Pennsylvania, an internationally bestselling author, and a world-renowned expert on change, influence, word of mouth, natural language processing, consumer behavior, and how products, ideas, and behaviors catch on. He has published over 50 articles in top‐tier academic journals, teaches Wharton’s highest rated online course, and popular accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review. Over a million copies of his books, Contagious, Invisible Influence, and The Catalyst: How to Change Anyone’s Mind are in print in over 35 countries around the world. Berger often keynotes major conferences and events like SXSW and Cannes Lions, advises various early stage companies, and consults for organizations like Apple, Google, Nike, Amazon, GE, 3M, and The Gates Foundation.
Courses by Jonah
Articles by Jonah
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224K followers
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Jonah Berger shared thisWhat makes things go viral? A discussion with American Psychological Association https://lnkd.in/ekpYKWqE
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Jonah Berger shared thisHow does gaining experience in a domain change how confident people feel? And how do those shifts in confidence change what products and brands consumers choose? A discussion of our recent research in Knowledge at Wharton https://lnkd.in/e3a8wBKR
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Jonah Berger shared thisPeople often think oversharing is detrimental. That it will lead people to think less of us. But might this intuition be misguided? Leslie John's new book explores why we hesitate to open up, when sharing backfires, and how to strike a balance between too much and too little. https://lnkd.in/ehC5GmFd
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Jonah Berger shared thisWant to change someone's mind? How your team or organization does business? The kindle version of The Catalyst is on sale today for $1.99 https://lnkd.in/e72ipGFh
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Jonah Berger shared thisWant to be a more effective communicator? Understand how to talk with your hands. Our new research shows that the way we move our hands while speaking shapes everything from what people think of us to whether they want to buy what we're selling. More detail in this piece from Knowledge at Wharton https://lnkd.in/eghvWrYn
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Jonah Berger shared thisEver wonder how the design of our home, office, or neighborhood spaces our lives? This neat new book illustrates how the design of everything from living rooms and classrooms to hospitals shapes relationships and outcomes. https://lnkd.in/ePhryCpa
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Jonah Berger shared thisThe unconscious habit that makes you more clear and persuasive https://lnkd.in/eExusqPmThe unconscious habit that makes you more clear and persuasiveThe unconscious habit that makes you more clear and persuasive
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Jonah Berger shared thisWe often think we have to know it all. But Alan Gregerman's new book teaches uw how to harness the power of not knowing
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Jonah Berger shared thisNeat new book by Judd Kessler on how to get more of what you want.
Jonah Berger commented on a post
4mo
Thanks for including me
Jonah Berger commented on a post
4mo
You might find this research useful https://journals.sagepub.com/doi/abs/10.1177/0022242920928064
Jonah Berger replied to a comment
5mo
Emma Clayton FCIM it's about how people gain knowledge and how that shifts certainty, so could certainly extend more broadly
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Jonah Berger liked thisJonah Berger liked thisI gave my Presidential address at our SCP Conference this weekend! My advisors and coauthors from USC where I did my grad school work came for the event. I am so thankful for their support and encouragement throughout my career!! My heart is full ❤️ #scp2026
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Jonah Berger liked thisJonah Berger liked thisWhen teaching #PublicSpeaking, I often get questions about #gestures... especially: “What do I do with my hands?” You’re not alone. Many speakers feel like Ricky below 😂😂. Research shows that well-delivered gestures can actually improve clarity and persuasion in a presentation. The key isn’t using more gestures, it’s using intentional gestures that match your message. Not sure how to do that? I put together a quick video with simple, practical tips you can use right away to make your gestures more effective. 👉 Check the comments for the free link. If you're interested in reading more of this research, check out "Talking with Your Hands: How Hand Gestures Influence Communication" by Giovanni Luca Cascio Rizzo, Jonah Berger, and @Mi Zhou in the Journal of Marketing Research (2025): https://lnkd.in/e8bkCSMN #PublicSpeaking #Communication #Leadership #ExecutivePresence
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Jonah Berger liked thisJonah Berger liked thisI posted this in my private group for Raleigh Women In Marketing, but wanted to share on here, too. Marketing books, resources, or podcasts that actually changed how you show up and create??? I’ll go first 👇 I love MasterClass. Hearing directly from people who have mastered their craft is so powerful, and what surprises me most is how transferable the lessons are. You might start a class thinking it is about personal style, storytelling, or performance, and suddenly you are seeing your brand, your content, and your voice more clearly. It connects dots I did not even realize were related. You can also learn lots about storytelling from the greats. I am also a big fan of Shannon McKinstrie ’s podcast Good Content. She gives away so much real, actionable insight. Not just theory, but things you can actually apply to your content right away. The book that really shifted how I think about marketing is Contagious: Why Things Catch On by Jonah Berger: https://a.co/d/0c8wuBSW. It completely reframed what makes ideas spread and why people share. Also, side note, it led me to my favorite vegan hot dog spot in New York, which feels very on brand for how word of mouth actually works. Your turn. What is something that changed the way you approach marketing? #marketingtips #contentstrategy #personalbranding
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Jonah Berger liked thisJonah Berger liked thisOne of the most powerful leadership tools isn't authority, it's word choice. Most leaders try to change behavior with policies, processes, and performance plans. But sometimes the biggest shift comes from something much smaller, a single word. In Magic Words, marketing professor Jonah Berger explains how small changes in language can dramatically influence behavior. Many of these ideas translate directly to leadership and management. A few simple examples I’m trying to implement: When asking about a task, focus on the action, not the actor. Instead of: “Have you done this?” Try: “Has this task been completed?” or “Have we completed this?” It reduces defensiveness and keeps the focus on the work. When you're problem solving, swap should for could. “What should I do?” assumes there is one correct answer. “What could I do?” opens the door to more creative thinking. If you want people to adopt a behavior, connect it to identity. Instead of asking someone to help, invite them to be a helper, a contributor, a team player. But interestingly, the reverse can aid when correcting behavior. Focus on the action, not labeling the person. Even small phrases matter. “We can’t do that” sounds like a limitation. “We don’t do that” signals a value. In procedures or troubleshooting guides, removing the word 'you' can also help. “If the printer doesn’t work…” lands very differently than “If you can’t get the printer to work…” One sounds like a system issue. The other sounds like blame. Even performance reviews benefit from this thinking. Use present tense for behaviors you want to continue. “She delivers clear information.” “She performs well under pressure.” The present tense communicates confidence that the behavior will continue. The past tense suggests it may have already happened and passed. None of these changes are dramatic. But leadership rarely is. Often, it’s just small shifts repeated consistently that shape how people think, behave, and work together. Sometimes the most powerful leadership tool is simply choosing a better word.
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Jonah Berger liked thisJonah Berger liked thisMarketing is evolving… but the human touch? Still everything. ✨ Yesterday, I had the opportunity to attend UBA Belgium Trends Day 2026 through Odisee University, and it definitely made me rethink how I see marketing today. In a world that’s becoming faster, more automated, and AI-driven, one thing stood out: brands that truly connect are the ones that feel human. What I’m taking with me: Understanding the consumer’s state, staying curious as a young professional, being open and attentive, experimenting and taking risks, and most importantly, keeping a critical mindset in the rise of AI. Special thanks to the amazing speakers: Duncan Wardle, Rahaf Harfoush, Jonah Berger, Rozemarijn Koppenaal, and Katrien De Bauw! Grateful for the insights, the energy, and the inspiring conversations throughout the day. Excited to apply this going forward! #UBATrendsDay #Marketing #Creativity #Innovation #trendsday
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Jonah Berger liked thisJonah Berger liked thisUma lição de marketing que eu queria ter entendido antes: estude psicologia. A maioria dos profissionais pensa em canal, criativo e budget... Raramente pensa nos princípios que governam como o cérebro humano decide, confia e age. 3 fundamentos que mudam como eu (e vc) pensamos sobre marketing: 👇 1️⃣ Aversão à perda A dor de perder algo é 2x mais intensa que o prazer de ganhar a mesma coisa. Isso foi provado por Kahneman e Tversky em 1979 e ainda explica por que "não perca" converte mais que "ganhe", por que escassez funciona e por que framing importa tanto quanto a oferta em si. Não é sobre manipulação mas sobre como o cérebro humano foi construído. 2️⃣ Efeito de mera exposição Familiaridade gera preferência, mesmo sem experiência direta com o produto. Quanto mais uma marca aparece de forma consistente, mais confiável ela parece antes de qualquer argumento racional. É por isso que consistência de marca é tão importante. 3️⃣ Identidade social Pessoas tomam decisões que reforçam a imagem do grupo ao qual pertencem ou querem pertencer. As pessoas não compram produto, compram pertencimento. É por isso que marcas focadas em comunidade crescem por indicação sem esforço de venda. Os próprios clientes fazem o trabalho. Pra fechar... 3 bons livros que todo profissional de marketing deveria ler e que falam sobre isso: ▸ Influence - Dr. Robert Cialdini ▸ Obviously Awesome - April Dunford ▸ Contagious - Jonah Berger 👉 Aos profissionais de mkt, qual outro livro de psicologia aplicada ao marketing vc adicionaria nessa lista? #marketing #branding #marca
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Jonah Berger liked thisJonah Berger liked thisEnjoyable! That is what I would describe this day at the UBA trends day for students. Full of learning, laughing and experiencing new ways to look at marketing in this world! I have learned a-lot from the speakers present! Learned how to get your creativity back like a child by Duncan Wardle wardle. Seeing that AI has a big part in marketing technology by Rahaf Harfoush . Getting that persuasion is more than creating an argument, by Jonah Berger . Viewing a different perspective of being an influencer and having their rules. Smelling that environment can create a real understanding between customer and brand by Rozemarijn Koppenaal and understanding a part of marketing that can make a difference in relations by Katrien De Bauw To finish with a glass full of fun and a debrief with my peers! I have to say that the UBA has made me more curious and understanding of marketing in this new world that we live in today!
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Jonah Berger liked thisJonah Berger liked thisVandaag op UBA Belgium Trends Day hoorde ik Jonah Berger spreken over waarom mensen zo moeilijk keuzes maken. Zijn punt: mensen hebben een sterke “status quo bias”. We kiezen liever wat we al kennen dan iets nieuws. Waarom? • omdat het makkelijker voelt • omdat we gehecht raken aan wat we kennen • omdat iets nieuws altijd een vorm van risico draagt Klinkt logisch. Maar hier gaat het vaak fout in marketing. We denken dat mensen niet overtuigd zijn. Dat ze “nog niet snappen” waarom ze voor ons moeten kiezen. Dat klopt niet. De meeste mensen zijn niet tegen je. Ze zijn gewoon nog niet klaar om te kiezen. Niet omdat je aanbod slecht is. Maar omdat de drempel nog hoger ligt dan hun twijfel. En net daar kijken we bij deBottomline anders naar. Wij zien vertrouwen niet als een zachte factor naast marketing. Wij zien het als de kracht die beslissingen versnelt. Want wie de status quo wil doorbreken, moet 3 dingen doen: • logica verlaagt cognitieve frictie • empathie verlaagt emotionele weerstand • authenticiteit maakt risico beter inschatbaar Dat is voor mij ook de kern van vertrouwen. Je moet mensen niet gewoon overtuigen. Je moet het voor hen veiliger, helderder en menselijker maken om te kiezen. Zeker vandaag, nu AI alles sneller maakt… behalve vertrouwen. Sterke start van de dag op de UBA Trends Day! Benieuwd welke inzichten nog volgen.
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Jonah Berger liked thisJonah Berger liked thisVragen waren voor mij persoonlijk de rode draad doorheen de UBA Belgium Trendsday van gisteren. Pertinente vragen, moeilijke vragen, vragen waar geen antwoord op was of op moest gegeven worden. Maar ook de mens en authenticiteit stond centraal. De mens kan zich die vragen stellen. Hij kan keuze maken in de antwoorden die hij wil geven op die vragen. Een kleine bloemlezing: -Jonah Berger vroeg zich af waarom verandering zo moeilijk is voor de mens. Maar ook hoe we een "catalyst" voor verandering kunnen zijn: met minder energie maar met de juiste vragen, mensen kunnen meenemen in het verhaal, zodat het ook hun verhaal wordt -Rahaf Harfoush stelde de vraag of het ethisch is om een business te bouwen op het gamifyen van intimiteit, wat Ai companions doen. En of onze overleden grootmoeder het ok zou vinden als we haar stem gebruiken voor onze Amazon Alexa. En of we dan copyrights moeten betalen of nog zaken zullen kunnen weigeren als onze overleden grootmoeder het, via Alexa, zo mooi vraagt. Verder deelde ze een studie van Microsoft die aantoonde dat Ai mensen minder kritich maakt. Volgens haar zal Ai een zegen zijn voor degene die de Mastery of Thinking en de kritische geest beheersen. Anderen zullen vaak moeten leven met de hallucinaties van Ai -Signal President Meredith Whittaker legde uit hoe netwerk effecten eigenlijk automatisch leiden naar monopolistische structuren in social media en technologie in het algemeen. Je wil gemak, je wil bij je vrienden zijn. De enige oplossing is te maken dat die structuren anders zijn: meer transparant, meer open source, ander verdienmodel -Christopher Sanderson hield een pleidooi voor trust en authenticiteit. De essentie merk is volgens hem niet het product, de advertising of het logo maar hoe mensen zich voelen bij het merk. Hij legde ook uit hoe technologie ons zou moeten versterken ipv ons omver te blazen. Technologie moet mensen ook bouwstenen geven om hun eigen verhaal te maken ipv een verhaal dat al af is -Katrien De Bauw vertelde ons hoe zelfs bij Apple zaken als storytelling, craftmanship en humanity centraal staan. En hoe je als marketeer een merk erft met een ganse historiek en hier zorg moet voor dragen -Rozemarijn Koppenaal van Rituals (B Corp™) had het over "small, meaningful connections" die je moet bouwen met de consument. Over hoe je groot moet dromen maar klein (en nu) moet handelen -Bij Duncan Wardle werden we even sextherapeut voor bijen. Hij had het over creativiteit als een manier om zaken anders te doen om een positieve impact te maken. Over hoe jouw idee, mijn idee kan worden. En over hoe we uit onze "rivers of thinking" kunnen geraken Ik werd af en toe even stil. Wie nog? #marketing #trends #ubabelgium #authenticy
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