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Contagious
256 pages, 2013
It is often said that advertising fuels popularity, but Jonah Berger, a marketing professor at Wharton has spent the last decade studying why certain products and ideas get more attention than others.
He's looked at why stories from The New York Times are on the paper's Most E-mailed list, why products are spread by word of mouth, and how social impact influences everything from the automobiles we purchase to the clothes we wear to the names we give our children.
In Contagious, Berger introduces six key factors that cause everything from consumer items to workplace gossip and YouTube videos to become infectious. Readers will learn how these factors can be harnessed to ignite their own contagious ideas.
In Contagious, Jonah Berger emphasizes the importance of word of mouth in spreading ideas. He suggests that personal recommendations are more effective than traditional advertising. So, if you want your product or idea to spread, make sure it's worth talking about.
Berger introduces the STEPPS framework in Contagious. It stands for Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. These are the six key principles that make things go viral. If you want your idea to catch on, try to incorporate these elements.
One of the key insights from Contagious is that emotions play a big role in what we share. If something makes us feel a strong emotion, whether it's joy, anger, or surprise, we're more likely to share it. So, if you want your idea to spread, make sure it triggers an emotional response.
Berger argues that stories are a powerful tool for spreading ideas. People love to share and listen to stories, and they're more likely to remember information if it's presented in a story format. So, if you want your idea to stick, wrap it in a compelling story.
In Contagious, it's clear that people love to share useful information. If your product or idea has practical value, people are more likely to share it with others. So, make sure your idea is not only interesting, but also useful.
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Contagious is a fascinating, actionable exploration into the mechanics of virality. Jonah Berger reveals the secret science behind word-of-mouth and social transmission.
Daniel H. Pink - Bestselling AuthorBerger writes in a sprightly, charming style that deftly marshals scientific evidence to illustrate why we talk about the things we talk about.
Charles Duhigg - Pulitzer Prize WinnerBerger’s book illuminates and explains the science of social transmission, teaching us how to make our own ideas and messages contagious.
Chip Heath - Academic, AuthorContagious provides a great perspective on how to make ideas catch on. It’s full of fascinating insights, which will help you understand why certain ideas stick and others don’t.
Adam Grant - Organizational PsychologistContagious is filled with fascinating information about what makes information go viral. This book is a must-read for anyone with a message they want to get out to the world.
Robert Cialdini - Psychology Professor
