The K@W Network:
Associate Professor of Marketing
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.
Social media as we know it has barely reached its 20th birthday, but it’s changed the fabric of everyday life. What does the future hold for the sector and the[…]
Consumers are creatures of habit -- so what makes them decide to turn away from brands they’ve supported for years?
Whether it’s prompting someone to adopt a pet or to share content on social media, what do natural language processing and related tools tell us about persuasion?