The K@W Network:
Associate Professor of Marketing
The more you allow people to participate in the process, the more effective you’ll be in convincing them to make certain choices, Wharton’s Jonah Berger says in this Nano Tool[…]
People donate more to charity and tip more when they are given a chance to express themselves through choices, according to a new study co-authored by Wharton’s Jonah Berger.
Millions tune into the NFL Super Bowl each year to watch the game’s entertaining advertisements. A new study co-authored by Wharton’s Jonah Berger shines light on the emotions that make[…]
Wharton marketing professor Jonah Berger explains why songs with the word “you” are more successful with consumers, and what that could mean for other products.
Whether it’s marketing a product or winning an election, change agents never succeed by forcing their beliefs on others, says Wharton’s Jonah Berger.