So he came here to an old service station turned-coffee shop in a gentrifying section of Durham, North Carolina, because it was dog-friendly for his pit bull terrier, Zoe, who’s sitting next to him at a picnic table, getting occasional rubs behind the ears. His wife, Jordan Etkin, is an associate marketing professor at Duke University. Berger is wearing a colorful, casual button-up instead of a t-shirt because the collar conveys at least a bit of the formality of being a professor.
But the bigger lesson, really, is that any decision, even one we don’t agonize over, gets made because of dozens, even hundreds of influences and triggers. If there’s a lesson to be learned from this, it’s that you shouldn’t go shopping with Jonah Berger. “They’re Banana Republic,” he says, before a deliberate pause. Cause and effect: Berger and Zoe play catch at home.
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