Wharton marketing professor Jonah Berger talks with Knowledge at Wharton about his latest study, which offers important takeaways for marketers, advertisers, influencers, and anyone who wants to craft more compelling written communication. The study, “What Holds Attention? Linguistic Drivers of Engagement,” was co-authored by David Schweidel, marketing professor at Emory University’s Goizueta School of Business, and Wendy W. Moe, marketing professor at the University of Maryland’s Robert H. Smith School of Business. It was published in the Journal of Marketing.
Guest Author: Jonah Berger