things popular? 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.
combines groundbreaking research with powerful stories. Learn how a
luxury steakhouse found popularity through the lowly cheesesteak, why
anti-drug commercials might have actually increased drug use, and why
more than 200 million consumers shared a video about one of the most
seemingly boring products there is: a blender.
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
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. The book also provides a set of specific,
actionable techniques for helping information spread—for
messages, advertisements, and information that people will share.
Whether you’re a manager at a big company, a small business
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.
Why Things Catch On
by Jonah Berger
Simon & Schuster, 2013