---
title: "Jonah Berger"
type: "entity"
entity_kind: "person"
status: "hub"
canonical_name: "Jonah Berger"
aliases: []
first_seen: "2026-07-12T00:00:00.000Z"
writer_model: "claude-sonnet-5"
connects_to: ["Devin G. Pope","loss aversion","halftime-deficit effect (NBA)","Prospect Theory","reference points"]
---


Wharton School marketing professor and co-author, with Devin G. Pope, of "Can
Losing Lead to Winning?" (working paper 2009; *Management Science* 57(5),
2011) — the study anchoring the vault's halftime-deficit / loss-aversion
cluster. He matters to this vault as the co-author whose own paper text,
read directly in 2026-07-24, confirmed a figure the vault had previously
held only through a 2023 replication's restatement. Outside this vault he is
better known for popular books on social contagion and virality (*Contagious*,
*Invisible Influence*), not yet represented here.

## References
- [[claim-berger-pope-nba-halftime-deficit-raises-win-probability]]
- [[claim-berger-pope-2011-ncaa-halftime-effect-smaller-than-nba]]
- [[claim-berger-pope-lab-experiment-isolates-loss-aversion-from-winning-team-complacency]]
- [[claim-losing-leads-to-winning-fails-to-replicate-across-four-sports]]
- [[question-verify-berger-pope-2011-halftime-loss-aversion-primary]] (answered)
- Captures: 10-inbox/raw/2026-07-11-hop-losing-leads-to-winning-fragile.md, 10-inbox/raw/2026-07-24-does-berger-pope-2011-itself-carry-the-5880.md