"Just as people use money to buy products or services, they use social currency to achieve desired positive impressions"

Jonah Berger, professor at the Wharton School, on why social influence matters in marketing

Published 5 years ago on Jan 19, 2018 7 minutes Read

What were the key takeaways as you were doing the background research for Contagious?
The biggest one would be that “Self-sharing” follows us throughout our lives. We tell friends about our new clothing purchases and shows family members the op-ed piece we’re sending to the local newspaper. This desire to share our thoughts, opinions, and experience is one reason social media and online social networks have become so popular. People blog about their preferences, post Facebook status updates about what they ate for lunch, and tweet about why they hate the current government.