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Jonah Berger Quote

Harvard neuroscientists Jason Mitchell and Diana Tamir found that disclosing information about the self is intrinsically rewarding. In one study, Mitchell and Tamir hooked subjects up to brain scanners and asked them to share either their own opinions and attitudes (I like snowboarding) or the opinions and attitudes of another person (He likes puppies). They found that sharing personal opinions activated the same brain circuits that respond to rewards like food and money. So talking about what you did this weekend might feel just as good as taking a delicious bite of double chocolate cake.

Jonah Berger

Harvard neuroscientists Jason Mitchell and Diana Tamir found that disclosing information about the self is intrinsically rewarding. In one study, Mitchell and Tamir hooked subjects up to brain scanners and asked them to share either their own opinions and attitudes (I like snowboarding) or the opinions and attitudes of another person (He likes puppies). They found that sharing personal opinions activated the same brain circuits that respond to rewards like food and money. So talking about what you did this weekend might feel just as good as taking a delicious bite of double chocolate cake.

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About Jonah Berger

Jonah Berger is a professor at the Wharton School of the University of Pennsylvania, an author, and a viral marketer. He has published over 50 articles in academic journals and has written for The New York Times, The Wall Street Journal, and Harvard Business Review. More than a million copies of his books Contagious: Why Things Catch On, Invisible Influence: The Hidden Forces that Shape Behavior, and The Catalyst: How to Change Anyone's Mind are in print in over 35 countries.
Berger often keynotes major conferences and events like SXSW and Cannes Lions and consults for organizations like Apple Inc., Google, Nike, Amazon, GE, 3M, and the Gates Foundation.