Source: USA Today March 3, 2013
Jonah Berger, assistant professor of marketing at Wharton, recently published a book about why certain stories get shared, e-mails get forwarded, or videos go viral. In an interview with USA Today, Jonah describes that his book, Contagious: Why Things Catch On, is all about is how word of mouth and social influence more generally drive people to talk about and share things and drive those things to become popular.
In a blog post about research demonstrating that labeled chocolate-scented lotions triggered increased cookie consumption among study participants, while unlabeled lotion did not, Jonah Berger commented that labeling might have helped participants identify the scent as chocolate, which cued them to consume more cookies.
Research by CHIBE's Jonah Berger and his colleague Devin Pope found that players who thought they were losing slightly halfway through a competitive game played in a lab setting were more likely to eventually win the game. This finding aligned with the researchers' data from 60,000 collegiate and NBA basketball games, which showed that teams that were down by one point at halftime were more likely to win than teams that were ahead by one point at the half.