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BEAR Webinar with Jonah Berger (May 17)

BEAR is co-hosting a virtual book launch featuring author Jonah Berger in conversation with Dilip Soman […]

Virtual Book Launch for “Magic Words: What to Say to Get Your Way”

Behavioural Economics in Action at Rotman (BEAR) is co-hosting a virtual book launch featuring author Jonah Berger (Associate Professor of Marketing, Wharton School) in conversation with Dilip Soman (Canada Research Chair in Behavioural Science and Economics; Director, BEAR).

Book Synopsis: New York Times bestselling author Jonah Berger’s cutting-edge research reveals how six types of words can increase your impact in every area of life: from persuading others and building stronger relationships, to boosting creativity and motivating teams. Almost everything we do involves words. Words are how we persuade, communicate, and connect. They’re how leaders lead, salespeople sell, and parents parent. They’re how teachers teach, policymakers govern, and doctors explain. Even our private thoughts rely on language. But certain words are more impactful than others. They’re better at changing minds, engaging audiences, and driving action. What are these magic words, and how can we take advantage of their power?

About the Speaker: Jonah Berger is a Wharton School professor and internationally bestselling author of Magic Words, Contagious, Invisible Influence, and The Catalyst. He is a world-renowned expert on natural language processing, change, word of mouth, influence, consumer behavior, and why things catch on. He has published over 80 articles in top‐tier academic journals, teaches one of the world’s most popular online courses, and popular outlets like The New York Times and Harvard Business Review often cover his work. Berger has keynoted hundreds of major conferences and events like SXSW and Cannes Lions, advises various early-stage companies, and consults for organizations like Apple, Google, Nike, Amazon, GE, Moderna, and The Gates Foundation.

About the Moderator: Dilip Soman is a Canada Research Chair in Behavioural Science and Economics, and serves as a Director of the Behavioural Economics in Action Research Centre at Rotman [BEAR]. His research is in the area of behavioural science and its applications to consumer wellbeing, marketing and policy. He is the author of “The Last Mile” [University of Toronto Press] and teaches a massive open online course [MOOC] “BE101X: Behavioural Economics in Action” on EdX.

Event Logistics: This event is available to attend virtually via livestream. Register at

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