Contagious : : why Things Catch on

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Call Number: Adult Book / Nonfiction / Business & Economics / Marketing / Berger, Jonah
On Shelf At: Westgate Branch

Location & Checkout Length	Call Number	Checkout Length	Item Status
Westgate Adult Books 4-week checkout	Adult Book / Nonfiction / Business & Economics / Marketing / Berger, Jonah	4-week checkout	On Shelf

Social currency -- Triggers -- Emotion -- Public -- Practical value -- Stories.
Wharton professor Jonah Berger draws on his research to explain the six steps that make products or ideas contagious.

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COMMUNITY REVIEWS

How things go viral submitted by SurfGrape on June 17, 2016, 8:36pm Word of mouth is always more effective than advertising, and that is especially true when it comes to books. We’re much more likely to read a novel based on a friend’s recommendation than an ad. And if everyone we know is reading a particular book, we want to read it, too. But as authors, how do we get that buzz started?

Berger says there are six things that will get people talking about your product and what it does. Social currency is the most important. Does it make people feel cool when they discuss this thing? The second is triggers. People need a reason to talk about it. Emotion is a big factor. We need to be fired up about something in order to start talking about it, because who wants to share something boring?

Things have to be public to influence behavior. Think of those “I voted” stickers as an example. The product or information also has to have practical value. People want to help people by sharing tips. And finally, things go viral when they have an interesting story attached. Everyone loved the “United Breaks Guitars” video because it told a gripping story. To create buzz, things don’t need all six factors, but the more they have, the more likely they are to go viral.

All of this might seem simple, even obvious, but that’s what’s great about CONTAGIOUS. Berger is able to take complex subjects and explain their conclusions in snappy summaries, using interesting examples. Berger has done all the research, and he offers insight as to why things have already gone viral.

However, he doesn’t tell you how to use these insights yourself. There are no step-by-step instructions here. That’s because each product is unique. But if you understand the principles and see why they work, you should be able to apply them to your own situation. Of course, there’s no guarantee that incorporating all six factors into your marketing will make your content viral, but it certainly ups the odds.

Interesting marketing examples submitted by brooksza on August 13, 2022, 9:22pm Really interesting marketing book. Lots of real life examples. I saw Jonah speak at a conference and read this book shortly after.

A 'Must Read' Marketing Book submitted by MikkiMoscara on June 9, 2023, 11:34am I recommend this book to all of our interns. It explains why people buy the products they buy and the psychology of exclusivity. If you're in marketing, it's definitely a book to add to your collection.