Introduction

Warden Marketing Professor Jonah Berger explores these different ways of communicating in his latest research paper. He's talking better than writing, like when you need to speak to the manager or is writing more effective at influencing consumers. The study was published in the Journal of Consumer Research and co-authored by Matthew Rockledge,. a marketing professor at Northeastern University, and Grant Packard, a marketingProfessor at your university in Toronto.