Eric Schwartz
Marketing researcher, co-author with Jonah Berger of the 2011 study that separated immediate from ongoing word of mouth. That separation is the finding, and it is the reason this site cites the paper rather than the book built on it.
Who they are
Schwartz works on marketing analytics and the measurement of customer behaviour over time, which is the relevant expertise for the paper he is here for: its contribution is temporal rather than conceptual.
Two-author papers do not report who did what, and this page will not invent a division of labour. What can be said is that the study's design is what makes it worth citing. Most word-of-mouth research measures a single moment. This one measured the same products again after months, which is the only way the two effects could have been told apart.
Key papers
Berger, J., & Schwartz, E. M. (2011). "What drives immediate and ongoing word of mouth?" Journal of Marketing Research, 48(5), 869-880. Second author.
Key ideas
Measure the same thing twice, far apart. The design decision that produced the finding.
Interesting predicts the first conversation. Cueing and public visibility predict the rest. See Triggers.
Our notes record no other publication of his that this site relies on, and this page lists none.
Sources
- Berger & Schwartz (2011), Journal of Marketing Research, 48(5), 869-880, verified at the published record 1 October 2026.