Author: Jonah Berger
Jonah Berger is a renowned social psychologist, author, and marketing professor at the Wharton School of the University of Pennsylvania. He is best known for his work on the science of word-of-mouth, social influence, and contagious marketing. Berger has conducted extensive research on how ideas, products, and behaviors spread through social networks. Berger has written several influential books, including "Contagious: How to Build Word of Mouth in the Digital Age" and "Invisible Influence: The Hidden Forces That Shape Behavior." In these books, he delves into the psychology behind why certain things become popular, how social influence affects our decision-making, and how marketers can leverage these principles to create more successful campaigns. One of Berger's key contributions to the field is the concept of STEPPS, which stands for Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. These are the six factors that he suggests make ideas or products more likely to be shared and talked about by others.