Contagious: Why Things Catch on

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Contagious: Why Things Catch on

Format:  Hardcover,

244 pages

Publisher: Simon & Schuster

Publish Date: Mar 2013

ISBN-13: 9781451686579

ISBN-10: 1451686579

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Book Information

The following content was provided by the publisher.
"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 2013
ISBN-13: 9781451686579
ISBN-10: 1451686579
Format: Hardcover
Number of Pages: 244
Shipping Weight (in pounds): 0.78
Product in Inches (L x W x H): 5.75 x 9.0 x 0.75

Chapter outline

Introduction: Why Things Catch On
Why $100 is a good price for a cheesesteak
Why do some things become popular?
Which is more important, the message or the messenger?
Can you make anything contagious?
The case of the viral blender
Six key STEPPS
Social Currency
When a telephone booth is a door
Ants can lift fifty times their own weight
Why frequent flier miles are like a video game
When it's good to be hard to get
Why everyone wants a mix of tripe, heart, and stomach meat
The downside of getting paid
We share things that make us look good
Triggers
Which gets more word of mouth, Disney or Cheerios?
Why a NASA mission boosted candy sales
Could where you vote affect how you vote?
Consider the context
Explaining Rebecca Black
Growing the habitat: Kit Kat and coffee
Top of mind, tip of tongue
Emotion
Why do some things make the Most E-Mailed list?
How reading science articles is like standing at the edge of the Grand Canyon
Why anger is like humor
How breaking guitars can make you famous
Getting teary eyed about online search
When we care, we share
Public
Is the Apple logo better upside down than right side up?
Why dying people turn down kidney transplants
Using moustaches to make the private public
How to advertise without an advertising budget
Why anti-drug commercials might increase drug use
Built to show, built to grow
Practical Value
How an eighty-six-year-old made a viral -video about corn
Why hikers talk about vacuum cleaners
E-mail forwards are the new barn raising
Will people pay to save money?
Why $100 is a magic number
When lies spread faster than the truth
News you can use
Stories
How stories are like Trojan horses
Why good customer service is better than any ad
When a streaker crashed the Olympics
Why some story details are unforgettable
Using a panda to make valuable virality
Information travels under the guise of idle chatter
Epilogue
Why 80 percent of manicurists in California are Vietnamese
Applying the STEPPS
Acknowledgments
Notes
Index

Reviews

Review by Library Journal (2013-01-01)

Berger (marketing, Univ. of Penn.) informs and entertains while presenting his argument for why some products and ideas generate interest by word of mouth, and grow virally, and why others don't. Berger's writing is, in a sense, "contagious". This superbly written and thought-provoking book is hard to put down; the stories, especially those describing innovative social media campaigns, drawn from a variety of industries, are extremely engaging. Berger introduces six important "STEPPS" to ensure that products and ideas are "contagious": they must have Social Currency; must be Triggered, Emotional, Public, Practically Valuable; and can be told as a Story.

Verdict: Readers don't need a business or marketing background to understand this text. The scientific data blend persuasively into the arguments. Highly recommended.

-Caroline Geck, Camden Street School. Lib., Newark, NJ

(c) Copyright 2013. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Book description

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.

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