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The New York Times bestseller that explains why certain products and ideas become popular.
"Jonah Berger knows more about what makes information 'go viral' than anyone in the world." --Daniel Gilbert, author of the bestseller Stumbling on Happiness
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 Contagious, 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. 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 boring products there is: a blender.
Contagious provides specific, actionable techniques for helping information spread--for designing messages, advertisements, and content 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 moreThe New York Times bestseller that explains why certain products and ideas become popular.
"Jonah Berger knows more about what makes information 'go viral' than anyone in the world." --Daniel Gilbert, author of the bestseller Stumbling on Happiness
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 Contagious, 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. 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 boring products there is: a blender.
Contagious provides specific, actionable techniques for helping information spread--for designing messages, advertisements, and content 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"
"[Berger] sheds new light on phenomena that may seem familiar,
showing with precision why things catch on. . . . As a playbook for
marketers, Contagious is a success."--Danielle Sacks "Fast
Company"
"Think of it as the practical companion to Malcolm Gladwell's The
Tipping Point."--Tasha Eichenseher "Discover"
"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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