Jonah Berger Faculty Profile
Jonah Berger
Assistant Professor of Marketing
PhD, Stanford University, 2007; BA, Stanford University, 2002
Research Areas
Consumer decision making; social contagion and trends; social influence; product adoption and abandonment; identity
Current Projects
Examining social epidemics, or how products, ideas, and behaviors catch on and become popular as well as die out and become abandoned. How processes of consumer decision making and social influence between individuals aggregate to macro-level phenomena such as social contagion and trends.
Academic Positions Held
Wharton: 2007-present
Other Positions
Branding/Product Naming Consultant, Lexicon Branding, 2002-2003; Business Analyst, Capital One Financial Corp, 2001; Brand Marketing Associate, Burson-Marsteller, 2000
Career and Recent Professional Awards; Teaching Awards
AMA Doctoral Consortium Fellow, 2006; Management Science Institute and Journal of Consumer Psychology Research Competition, Honorable Mention, 2004; Jaedeke Fellowship, Stanford University, 2003
Representative Publications
(with Gráinne M. Fitzsimons)
“Dogs on the Street and Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice,” Journal of Marketing Research (forthcoming).
(with Michaela Draganska and Itamar Simonson)
“The Influence of Product Variety on Brand Perceptions, Choice, and Experience.” Marketing Science (forthcoming).
(with Chip Heath)
“Where Consumers Diverge from Others: Identity-Signaling and Product Domains.” Journal of Consumer Research (August 2007).
(with Emily Pronin and Sarah Molouki)
“Alone in a Crowd of Sheep: Asymmetric Perceptions of Conformity and Their Roots in an Introspection Illusion.” Journal of Personality and Social Psychology (April 2007)
(with S. Christian Wheeler)
"When the Same Prime Leads to Different Effects.” Journal of Consumer Research (October 2007)
(with Chip Heath)
“Idea Habitats: How the Prevalence of Environmental Cues Influences the Success of Ideas.” Cognitive Science (2005)
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