Why are certain pieces of online content (eg, advertisements, videos, news articles) more viral
than others? This article takes a psychological approach to understanding diffusion. Using …

People often share opinions and information with their social ties, and word of mouth has an
important impact on consumer behavior. But what drives interpersonal communication and …

… “Jonah Berger knows more about what makes information ‘… Wharton marketing professor
Jonah Berger has spent the last … In Contagious, Berger reveals the secret science behind word-…

We propose that consumers often make choices that diverge from those of others to ensure
that they effectively communicate desired identities. Consistent with this identity-signaling …

Words are part of almost every marketplace interaction. Online reviews, customer service
calls, press releases, marketing communications, and other interactions create a wealth of …

Finally, a mediation analysis was used to further test the driving role of arousal in these effects.
Results were consistent with the rationale behind this experiment. Felt arousal mediated …

Consumers share word of mouth face to face, over social media, and through a host of other
communication channels. But do these channels affect what people talk about and, if so, …

Word of mouth (WOM) affects diffusion and sales, but why are certain products talked about
more than others, both right after consumers first experience them and in the months that …

While theories of signaling and conspicuous consumption suggest that more explicit markers
facilitate communication, this article examines the utility of subtle signals. Four studies …

Can negative information about a product increase sales, and if so, when? Although popular
wisdom suggests that “any publicity is good publicity,” prior research has demonstrated …