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In the world of marketing, why are some things contagious and some things not? Marketers wrestle with this question constantly, with most laboring under a greatly mistaken notion according to Professor Jonah Berger of the Wharton School of the University of Pennsylvania. An expert on word of mouth, viral marketing, social influence, and trends, he is the bestselling author of Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior. Speaking to....

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