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Speaking of Psychology
Speaking of Psychology

Catching fire: What goes viral and why? With Jonah Berger, PhD

42 min•25 februari 2026

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Why do some ideas, products, news stories and trends spread like wildfire, while others disappear? Jonah Berger, PhD, discusses the science of what catches on; the psychological forces that drive word of mouth, including social currency and high-arousal emotions like awe and anger; whether online and offline sharing differ; and what his research can tell us about the spread of misinformation.

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