Jonah Berger: Social Influence and Word of Mouth
How does anything become popular? And what are the influences that dictate our decisions \u2013 whether we\u2019re 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\u2019s 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\u2019s needs and motivations. While you \u201ccan\u2019t cheat the system\u201d with word of mouth, you can create it and get people sharing and talking about your stuff. \n\nListen to this episode to learn:\n\u2022 Why social currency makes people feel like insiders\n\n\u2022 The impact of word of mouth, and why it happens less online than you think\n\n\u2022 How triggers like \u201cpeanut butter and\u2026\u201d or the Snickers \u201cHangry\u201d ad campaign can serve as reminders for brands and products\n\n\u2022 How emotions (both positive and negative) can motivate us to share, or hold us back from sharing\n\n\u2022 The brand strategy behind \u201csame, but different\u201d \u2013 or, why \u201coptimal distinctiveness\u201d has been so successful for companies like Apple, Chobani, and others\n\n\u2022 A preview of Berger\u2019s next book about how to change anyone's mind\n\u2022 Will the \u201croyal\u201d baby name Archie catch on, and how long until it falls out of fashion?\n\nFor more information on Jonah Berger:\njonahberger.com