then valuable virality becomes vital. People will share funny or ironic ads,
but at the end of the day it doesn’t help the company if the consumer has no
idea what the ad was for.
7. Do you think most STEPPS happen at the unconscious level, or do
you believe people create things with these fundamental human
behaviors in mind?
People are more aware of some of the STEPPS than others. Practical Value?
We see that every day. Social Currency? We see it in others all the time
(even if it’s hard to see in ourselves). But we are less aware of how Triggers
or Public affects our behavior.
8. Is there something to be said for over-saturation? Can a good
method of viral sharing exhaust itself in our fast-as-lightning culture?
There is a key difference between psychology and marketing tactics. We
may get over-saturated with a particular tactic (e.g., pop-up ads or a certain
style of ad) but the underlying psychology that drove us to like it still
remains. If every company makes their product “scarce” consumers will
start to catch on, but does that mean we’ll stop valuing scarcity altogether?
Probably not.
9. Is one element of STEPPS more vital than the others?
No one of the STEPPS is most important, but certain ones are definitely
easier to apply in certain situations. It’s easier to
leverage Public if you have
a physical product. It’s easier to use Emotion if you sell something related
to children or animals. But the key is not just using the easy STEPPS.
Trying to incorporate the more difficult ones will really boost their impact.
10. Have you ever eaten the $100 cheesesteak at Barclay’s?
Yes. I highly recommend it.
© DEBORAH FEINGOLD
JONAH BERGER
is the James G. Campbell Assistant Professor of
Marketing at The Wharton School at the University of Pennsylvania. He
has published dozens of articles in top-tier academic journals, and popular
accounts of his work have appeared in places like
The New York Times, The
Wall Street Journal, The Washington Post, Science, Harvard Business
Review, Wired, BusinessWeek, and
Fast Company. His research has also
been featured in
The New York Times Magazine’s annual “Year in Ideas”
issue. Berger has been recognized with awards for both scholarship and
teaching, including being named Wharton’s “Iron Prof.” He lives in
Philadelphia, Pennsylvania.
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