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Understanding what makes makes ideas, products, and content spread like wildfire isn’t about luck—it’s about applying proven psychological principles.
Jonah Berger, Wharton marketing professor and researcher, spent over a decade analyzing thousands of viral phenomena to uncover the secret science behind social transmission.
His findings reveal that word-of-mouth drives 20-50% of all purchasing decisions and is significantly more persuasive than traditional advertising because it’s more credible and targeted.
