For more than six months, Jonah Berger, PhD ’07, an assistant professor at Wharton, and his colleague Katherine Milkman analyzed 750 of the most-emailed articles from the New York Times. They found that most popular were awe-inspiring articles, many of them connected to science. “We anticipated that people would share articles with practical information about health or gadgets, and they did, but they also sent articles about paleontology and cosmology. You’d see articles shooting up the list that were about the optics of deer vision,” Berger told the newspaper.
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