Jonah Berger

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C 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 only downsides to negative press. Negative reviews or word of mouth, for example, have been found to hurt product evaluation and sales. Using a combination of econometric analysis(More)
Can losing during a competitive task psychologically motivate individuals and teams to exert greater effort and perform better overall? Analysis of over 45,000 collegiate and 18,000 professional basketball games illustrates that being slightly behind at halftime leads to a discontinuous increase in winning percentage. Teams that are losing by a small amount(More)
This research examines how identity-based interventions can improve consumer health. Results of laboratory and field experiments reveal that associating risky health behaviors with a social identity people do not want to signal can contaminate the behaviors and lead consumers to make healthier choices. College freshman reported consuming less alcohol(More)
People vary widely in their temporal orientation—how often they emphasize the past, present, and future—and this affects their finances, health, and happiness. Traditionally, temporal orientation has been assessed by self-report questionnaires. In this paper, we develop a novel behavior-based assessment using human language on Facebook. We first create a(More)
Options are often presented incidentally in a sequence, but does serial position impact choice after delay, and if so, how? We address this question in a consequential real-world choice domain. Using 25 years of citation data, and a unique identification strategy, we examine the relationship between article order (i.e., position in a journal issue) and(More)
The results of 5 studies showed that people see others as more conforming than themselves. This asymmetry was found to occur in domains ranging from consumer purchases to political views. Participants claimed to be less susceptible than their average peers to broad descriptions of social influences, and they also claimed to be less susceptible than specific(More)
Products can be described by different numbers of attributes, but can the mere number of attributes presented across a choice set influence what type of options people choose? This article demonstrates that attribute numerosity tends to benefit certain types of options more than others and consequently has systematic effects on choice. Because attributes(More)
Why do some cultural items catch on and become more popular than others? Language is one of the basic foundations of culture. But what leads some phrases to become more culturally successful? There are multiple ways to convey the same thing and phrases with similar meanings often act as substitutes, competing for usage. A not so friendly person, for(More)