Contagious: Why Things Catch on

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Hardcover, Simon & Schuster, 2013, ISBN13 9781451686579, ISBN10 1451686579

About this item

New York Times bestseller

What makes things popular?

If you said advertising, think again. People don't listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He's studied why New York Times articles make the paper's own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.

Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you've wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread--for designing messages, advertisements, and information that people will share. Whether you're a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.

Specifications

Publisher: Simon & Schuster
Publish Date: Mar 05, 2013
ISBN-13: 9781451686579
ISBN-10: 1451686579
Format: Hardcover
Number of Pages: 256
Written in: ENG
Shipping Weight (in pounds): 0.78
Product in Inches (L x W x H): 8.4 x 5.5 x 1.0
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10/22/2014

Customer review by chelllygirl

4.0 stars by chelllygirl

I am a student at the University of Baltimore and this book was a suggested reading for my Entrepreneurship class. Overall it was a good read, kind of slow for me at times, and sometimes I felt like it was hard to engage in the content, but had some great pointers for business'. In this book Jonah Berger talks about why things catch on or go viral in a sense. Jonah Berger outlines STEPPS which is an acronym for the steps he believes are the reasons of why things catch on and companies can use these to market their company and be successful with creating a buzz about their company or product. The STEPPS include, Social Currency, Triggers, Emotions, Public, Practical Value and Stories. Social Currency deals with how much people are talking about you and your brand. It is assumed that people should be talking about you, definitely in a good way to get the buzz going about you, your company or brand. Triggers are things that I someone hears them it makes them think of your company. For instance if someone says the word Apple, it is not only now associated with eating an apple, but apple the brand. The next is Emotions, what emotions does your company give off , what feelings do customers get when they hear or think of your brand ? Public means that no one is taking about you or your company if there is nothing out there for them to see. For instance a shirt that has the Apple logo will stand out and cause people to notice it. Practical Value deals with news you can use, basically how helpful is this to me ? How does this benefit me ? Stories deals with your product or idea having a story to it . People like to tell stories and if you have a good one it can benefit you in the long run.

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