In 2010, Stanford professors Alan Sorenson and Jonah Berger published a study examining the effect on book sales from positive or negative reviews in The New York Times Book Review.[7][8] They found all books benefited from positive reviews, while popular or well-known authors were negatively impacted by negative reviews.[7][8] Lesser-known authors benefited from negative reviews; in other words, bad publicity actually boosted book sales.[7][8]