7 Fads You Won't Forget

In pop culture, as in nature, what goes up must inevitably come down. But what determines how long something stays at the top of the charts or the tips of our tongues? What separates a short-lived fad from a long-term trend? Jonah Berger, a marketing professor at the University of Pennsylvania's Wharton School of Business, has a theory. Berger and colleague Gael Le Mens studied baby names in the United States and France over a 100-year period to understand how cultural practices and tastes...Full Story
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