By Liz Rees-Jones, Katherine L. Milkman and Jonah Berger | April 14, 2015 ... In our research, two of us (Milkman and Berger) have explored what it is that ...
Whereas content that sparks “low-arousal” emotions (like sadness) is less viral, write Professors Jonah Berger and Katherine L. Milkman, who studied the viral ...

How to Change: The Science of Getting from Where You Are to Where You Want to Be
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