Jonah Berger

virality + persuasion / *Contagious*, *Magic Words*

Jonah Berger is a professor of marketing at the Wharton School, University of Pennsylvania. His 2013 book *Contagious* distilled six drivers of viral sharing (STEPPS) and became a standard text in marketing curricula worldwide. His later work *Magic Words* examines how specific language choices shift behaviour and decision-making.