Contagious

Why Things Catch On

by Jonah Berger

Number of pages: 256

Publisher: Simon & Schuster

BBB Library: Sales and Marketing, Communication

ISBN: 9781451686579



About the Author

Berger is an assistant professor of marketing at the Wharton School at the University of Pennsylvania. He has published dozens of articles in the New York times and the Wall Street Journal.

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Editorial Review

One reason some products and ideas become popular is that they are just plain better. We tend to prefer websites that are easier to use, drugs that are more effective, and scientific theories that are true rather than false. So when something comes along that offers better functionality or does a better job, people tend to switch to it. Remember how bulky computer monitors used to be? One reason flat screens took off was that they were better: not only did they offer larger screens, but they weighed less. No wonder they became popular. Another reason products catch on is attractive pricing. More people prefer paying less rather than more. Advertising also plays a role. Consumers need to know about something before they can buy it. But although quality, price, and advertising contribute to products and ideas being successful, they don’t explain the whole story.   

Book Reviews

"Contagious does provide some interesting insights into factors that can help make an idea, a video, a commercial or a product become infectious . . ." -New York Times

" 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

"Contagious contains arresting — and counterintuitive — facts and insights.”

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Wisdom to Share

People love to share stories, news, and information with those around them. We tell our friends about great vacation destinations, chat with our neighbors about good deals, and gossip with coworkers about potential layoffs. We write online reviews about movies, share rumors on Facebook, and tweet about recipes we just tried. But word of mouth isn’t just frequent, it’s also important. It’s also more effective than traditional advertising.

From start-ups to starlets, people have embraced social media as the wave of the future.

Facebook, Twitter, YouTube, and other channels are seen as ways to cultivate a following and engage consumers.

In your opinion, what percent of word of mouth happens online? If you’re like most people you probably guessed something around 50 or 60 percent. But research by the Keller Fay Group found that only 7 percent of word of mouth happens online!

Further, one might think that online word of mouth reaches more people while it’s not always the case.

Telling a funny joke at a party makes people think we’re witty. Word of mouth, then, is a prime tool for making a good impression.

Scarcity and exclusivity boost word of mouth by making people feel like insiders. If people get something not everyone else has, it makes them feel special, unique, high status.

Our tendency to gossip shapes our emotions and relationships with friends and colleagues alike. And the more we care, the more we share

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