New York Times bestseller and named Best Marketing Book of 2014 by the American Marketing Association
What makes 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?
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.
Show moreNew York Times bestseller and named Best Marketing Book of 2014 by the American Marketing Association
What makes 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?
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.
Show moreJonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious, Invisible Influence, and The Catalyst. He's a world-renowned expert on social influence, word of mouth, and why products, ideas, and behaviors catch on and has published over 50 papers in top-tier academic journals. He has consulted for a range of Fortune 500 companies, keynoted hundreds of events, and popular accounts of his work often appear in places like The New York Times, The Wall Street Journal, and Harvard Business Review. His research has also been featured in the New York Times Magazine's "Year in Ideas."
"Why do some ideas seemingly spread overnight, while others
disappear? How can some products become ubiquitous, while others
never gain traction? Jonah Berger knows the answers, and, with
Contagious, now we do, too."--Charles Duhigg, author of the
bestselling The Power of Habit
"Contagious contains arresting -- and counterintuitive -- facts and
insights. . . . Most interesting of all are the examples Berger
cites of successful and unsuccessful marketing campaigns."--Glenn
C. Altschuler "The Boston Globe"
"An infectious treatise on viral marketing. . . . Berger writes in
a sprightly, charming style that deftly delineates the intersection
of cognitive psychology and social behavior with an eye toward
helping businesspeople and others spread their messages. The result
is a useful and entertaining primer that diagnoses countless
baffling pop culture epidemics."-- "Publishers Weekly"
"The book is just plain interesting. Berger's cases are not only
topical and relevant, but his principles seem practical and are
easily understood. . . . I have a strong feeling that this book
will catch on."--Ben Frederick "The Christian Science Monitor"
"Think of it as the practical companion to Malcolm Gladwell's The
Tipping Point."--Tasha Eichenseher "Discover"
A provocative shift in focus from the technology of online
transmission to the human element and a bold claim to explain 'how
word of mouth and social influence work . . . [to] make any product
or idea contagious.-- "Kirkus Reviews"
An exegesis on how ideas really 'go viral' (hint: the internet gets
too much credit) by a marketing wunderkind.-- "Details"
"If you are seeking a bigger impact, especially with a smaller
budget, you need this book. Contagious will show you how to make
your product spread like crazy."--Chip Heath, co-author of Made to
Stick and Decisive
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