Entrevista: Estrategias de persuasión en un mundo digital - Jonah Berger

Learn how Jonah Berger, Wharton professor and best-selling author of Contagious, reframes virality. The focus isn’t views; it’s word of mouth, behavioral science, and making each person share with one more person. Apply these ideas even if you’re not a marketer.

Why do contagious ideas matter beyond marketing?

Whether you sell a product or pitch ideas inside a team, understanding why things spread helps you get attention ethically and effectively. Berger notes that the steps behind Contagious explain why some ideas get more talk and “go viral,” and how to make your message easier to share.

How to apply the steps if you’re not a marketer?

• Start with why people share: help them look good, feel something, and be useful.
• Design for one-to-one sharing: make it easy to tell one more person.
• Translate insights inside your organization: share stories, not features.
• Observe behavior, then test: small changes, quick feedback, steady iteration.

What is word of mouth and why does it work?

• It’s more trusted than ads because it comes from people we know.
• It multiplies: each person tells one more person.
• It happens offline more than online; don’t ignore face-to-face.
• Measure what people repeat, not just what they click.

What changed and what stayed the same in viral marketing?

Yes, tools change. But the underlying drivers—like wanting to look good and the power of emotion to drive action—remain stable. Online talk has grown and the pandemic shifted shopping habits toward e-commerce, yet the core psychology hasn’t changed.

How do audience and context shape social currency?

• Social currency: people share things that make them look smart, in-the-know, or skilled.
• The principle is constant; the signal varies by group.
  • Older audiences: status from a golf handicap or cooking skills.
  • Younger audiences: latest phone or follower count.
• Action step: map your audience’s “what makes me look good” and craft shareable cues around it.

What mistakes block virality and sharing?

• Chasing a “viral video” instead of designing for sharing.
• Focusing only on platforms and technology instead of psychology.
• Over-indexing on online while ignoring richer offline conversations.
• Judging success by views instead of repeatable person-to-person spread.

How to focus on sharing and connect word of mouth with data science?

Berger frames marketing as a union of data science and behavioral science. Data reveals patterns; psychology explains people. You need both to ask the right questions and run the right tests.

How to build shareable content without chasing “viral”?

• Define the share moment: what exactly should someone say about you.
• Make it easy to repeat: simple phrasing, clear examples, portable stories.
• Engineer triggers: tie your idea to frequent cues in daily life.
• Prioritize emotion with utility: feeling plus value fuels talk.
• Design for offline first: prompts for meetings, calls, and everyday chats.

How to connect word of mouth and data science?

• Start with a behavioral hypothesis: why would someone talk about this.
• Use data to test that hypothesis: track referral chains, not just clicks.
• Segment by context: online vs. offline patterns, age differences, situations.
• Iterate: refine messaging where sharing actually happens.
• Keep a consumer lens: without consumer behavior, big data yields shallow insights.

Key concepts you can act on now:

• Word of mouth: measure and design for one-to-one sharing.
• Behavioral science: the stable “why” behind actions.
• Social currency: help people look good when they talk about you.
• Offline vs. online: offline talk is larger; equip real conversations.
• Data science + behavioral science: ask better questions, then test.

What challenge are you facing with sharing or measurement? Share your question and context so we can think it through together.