Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research.

Description: Any day is a happy day when Jonah Berger publishes a new book. And here we are. The bestselling author of Contagious and Invisible Influence is back with The Catalyst – How To Change Anyone’s Mind, and I hope you are as happy as I am. Jonah is a marketing professor at the Wharton School at the University of Pennsylvania and a world-renowned expert on change, word of mouth, influence, consumer behavior, and how products, ideas, and behaviors catch on. He has published over fifty articles in top?tier academic journals, teaches Wharton’s highest rated online course, and popular outlets like The New York Times and Harvard Business Review often cover his work. He’s keynoted hundred of events, and often consults for organizations like Google, Apple, Nike, and the Gates Foundation. Now, let’s into this discussion about the trials, tribulations and opportunities that come from the notion that, “change is hard.” Enjoy the conversation…


Date: Sep 13, 2020


Questions for discussion:

  • What are the critical ideas presented by Jonah Berger about how to change behavior?
  • What does this mean for marketers?