BizSugar.com › Marketing › Controversy Doesn't Always Sell

In the wake of yet another controversy in New York mayoral candidate Anthony Weiner's turbulent political career, this post explores whether controversy. is ever really a selling point. Wharton Professor and Author of the NYT Bestseller, Contagious: Why Things Catch On, Jonah Berger tells us, it depends. When it comes to buzz, Berger tells us that while a little controversy can get a conversation started, too much can shut it down. When it comes to sales, it depends upon your brand image, Berger says. Mountain Dew may want to be edgy while J C Penny definitely does not.