William F. O?Dell Award


Jonah Berger and Katherine L Milkman have won the William F. O?Dell award for their JMR article on virality

The Journal of Marketing Research is pleased to announce recipients of the 2017 William F. O’Dell Award.

Jonah Berger and Katherine L Milkman have been selected as the recipients of the annual William F. O’Dell award for their article “What Makes Online Content Viral?,” which appeared in the April 2012 issue of the Journal of Marketing Research (Volume 49, Issue 2).

The award honors the JMR article published in 2012 that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice.

The other distinguished finalists for the award were:

  • Thales Teixeira, Michel Wedel and Rik Pieters, “Emotion-Induced Engagement in Internet Video Advertisements,” (Volume 49, Issue 2, April 2012)
  • Jacob Goldenberg, Gal Oestreicher-Singer and Shachar Reichman, “The Quest for Content: How User-Generated Links Can Facilitate Online Exploration,” (Volume 49, Issue 4, August 2012)
  • Rex Yuxing Du and Wagner A Kamakura, “Quantitative Trendspotting,” (Volume 49, Issue 4, August 2012)

The O’Dell award committee was made up of Joel Huber (chair), Pradeep Chintagunta, and Gary Lilien.

The award is presented annually at the Summer AMA Conference | www.ama.org/summer.