Wharton Marketing Professor, Author
Jonah Berger is an American marketing professor at the Wharton School of the University of Pennsylvania who studies social influence, word of mouth, and why things catch on. He is the author of the bestsellers 'Contagious,' 'Invisible Influence,' 'The Catalyst,' and 'Magic Words.'
by Jonah Berger
Berger identifies six principles, social currency, triggers, emotion, public visibility, practical value, stories, that make ideas spread. Virality is engineered, not random.
by Jonah Berger
Berger flips persuasion: instead of pushing harder, remove the barriers preventing change. Five friction points, reactance, endowment, distance, uncertainty, and corroboration, hold change back.
by Jonah Berger
Berger argues that small linguistic choices have outsized effects on persuasion, and he organises the new science of language into six categories: identity and agency, confidence, questions, concreteness, emotion, and similarity. He draws on computational linguistics, machine learning, and natural language processing research from thousands of real conversations and texts.
The books Jonah Berger references, cites, and recommends most frequently.
by Robert Cialdini
Cialdini identifies six universal principles of persuasion: reciprocity, commitment, social proof, authority, liking, and scarcity. Understanding these triggers explains why we say yes, and how others get us to comply.
by Daniel Kahneman
Kahneman reveals that our minds run on two systems: fast intuition and slow deliberation. Most errors in judgement come from trusting System 1 when the situation demands System 2's careful analysis.
by Robert Cialdini
Cialdini reveals that persuasion starts before the message, by strategically directing attention beforehand, communicators make audiences receptive before they even hear the actual pitch.
Who Jonah draws from, and who draws from Jonah — aggregated across every book in this collection. Counts show the number of citation links, not the depth of each one.