Contagious: Why Things Catch On

by Simon Schuster

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Description

  • Simon Schuster
  • 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.

    more...

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