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Research

Research that Appeared in Contagious

Berger, Jonah and Katy Milkman (2012), “What Makes Online Content Viral?” Journal of Marketing Research, 49 (2), 192-205.

Berger, Jonah and Eric Schwartz (2011), “What Drives Immediate and Ongoing Word of Mouth?” Journal of Marketing Research, October, 869-880.

Berger, Jonah (2011), “Arousal Increases Social Transmission of Information,” Psychological Science, 22(7), 891-893.

Berger, Jonah, Alan T. Sorensen, and Scott J. Rasmussen (2010), “Positive Effects of Negative Publicity: When Negative Reviews Increase Sales,” Marketing Science, 29(5), 815-827.

Berger, Jonah, Marc Meredith, and S. Christian Wheeler (2008), “Contextual Priming: Where People Vote Affects How They Vote,” Proceedings of the National Academy of Sciences, 105 (26), 8846-8849.

Berger, Jonah and Gráinne M. Fitzsimons (2008), “Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice,” Journal of Marketing Research, 45(1), 1-14.

Berger, Jonah and Chip Heath (2005), “Idea Habitats: How the Prevalence of Environmental Cues Influences the Success of Ideas,” Cognitive Science, 29, 195-221.

McShane, Blakely, Eric T. Bradlow, and Jonah Berger (2012), “Visual Influence and Social Groups” Journal of Marketing Research, December, 854-871.

Other Research

Zoey Chen and Jonah Berger (2013), “When, Why, and How Controversy Causes Conversation,” Journal of Consumer Research, October.

Berger, Jonah and Raghuram Iyengar (2013), “Communication Channels and Word of Mouth: How the Medium Shapes the Message,” Journal of Consumer Research, October.

Sela, Aner and Jonah Berger, (2012) “How Attribute Quantity Influences Option Choice,” Journal of Marketing Research, December, 942-953.

Berger, Jonah, Eric Bradlow, Alex Braunstein, and Yao Zhang (2012), “From Karen to Katie: Using Baby names to Study Cultural Evolution” Psychological Science, 23 (10), 1067-1073.

Chan, Cindy, Jonah Berger, and Leaf Van Boven (2012), “Identifiable but not Identical: Combining Social Identity and Uniqueness Motives in Choice” Journal of Consumer Research, 39(3), 561-573.

Sela, Aner and Jonah Berger (2012), “Decision Quicksand: How Trivial Choice Suck Us In” Journal of Consumer Research, 39(2), 360-370.

Berger, Jonah and Baba Shiv (2011), “Food, Sex, and the Hunger for Distinction.” Journal of Consumer Psychology, 21, 464-472.

Berger, Jonah and Devin Pope (2011), “Can Losing Lead to Winning?” Management Science, 57(5), 817-827.

Berger, Jonah and Morgan Ward, (2010) “Subtle Signals of Inconspicuous Consumption,” Journal of Consumer Research, 37(4), 555-569.

Berger, Jonah and Gael Le Mens (2009), “How Adoption Speed Affects the Abandonment of Cultural Tastes,” Proceedings of the National Academy of Sciences, 106, 8146-8150.

Sela, Aner, Jonah Berger, and Wendy Liu (2009), “Variety, Virtue, and Vice: How Assortment Size Influences Option Choice,” Journal of Consumer Research, 35(3), 941-951.

Berger, Jonah and Chip Heath (2008) “Who Drives Divergence? Identity Signaling, Outgroup Dissimilarity, and the Abandonment of Cultural Tastes,” Journal of Personality and Social Psychology, 95(3), 593-607.

Berger, Jonah and Lindsay Rand (2008), “Shifting Signals to Help Health: Using Identity Signaling to Reduce Risky Heath Behaviors,” Journal of Consumer Research, 35(2), 509-518.

Wheeler, S. Christian and Jonah Berger (2007), “When the Same Prime Leads to Different Effects,” Journal of Consumer Research, 34(3), 357-368.

Berger, Jonah and Chip Heath (2007), “Where Consumers Diverge from Others: Identity-Signaling and Product Domains,” Journal of Consumer Research, 34(2), 121-134.

Berger, Jonah, Michaela Draganska, and Itamar Simonson (2007), “The Influence of Product Variety on Brand Perceptions and Choice,” Marketing Science, 26, 460-472.

Pronin, Emily, Jonah Berger, and Sarah Molouki (2007), “Alone in a Crowd of Sheep: Asymmetric Perceptions of Conformity and Their Roots in an Introspection Illusion,” Journal of Personality and Social Psychology, 92(4), 585-595.

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