The K@W Network:
Associate Professor of Marketing
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.
From designer street wear to lobster macaroni and cheese, mixing high-end products with low-end elements is a big trend in marketing. New research coauthored by Wharton’s Jonah Berger examines why[…]
Wharton marketing professor Jonah Berger’s latest research on persuasive language puts some science behind the notion that it’s not what you say, it’s how you say it.