Contagious: Why Things Catch On
Unlock the Hidden Science of Why Your Ideas, Products, and Behaviors Will Spread Faster Than You Think
About This Book
Step into a world where everyday people and products achieve extraordinary popularity—not by chance, but by understanding exactly what triggers social transmission. "Contagious" guides you through the surprisingly systematic science behind why some things catch on while others fizzle out. You'll learn not only to harness word of mouth, but to engineer your messages, ideas, or business with six proven principles for contagion. Packed with vivid real-life examples and actionable frameworks, this book will empower you to transform how you spark conversations, shape perceptions, and achieve wide-reaching influence in every area of your life.About the Author
Jonah Berger is a Wharton School marketing professor whose research on social transmission and word of mouth has transformed how experts and everyday individuals think about influence. Recognized for blending rigorous academic insights with real-world application, Berger has consulted for Fortune 500s, authored acclaimed academic papers, and taught packed courses on what makes products and ideas spread. Renowned for making complex psychology accessible and practical, he is a trusted voice for anyone seeking to unlock the secrets of human behavior and social contagion.
Biggest Takeaway
Readers will gain clear, actionable strategies to ensure their ideas, products, or campaigns are not just seen, but enthusiastically shared and remembered. By leveraging the STEPPS framework, you'll master how to make messages stick, inspire others to talk, and create lasting impact—regardless of your resources or industry. Whether you're a student, entrepreneur, marketer, activist, or anyone eager for your message to matter, you'll leave with concrete tools for amplifying your influence, building strong social credibility, and achieving measurable results.
Key Insights from This Book
Explore the most important ideas and learn how to apply them in your life.
Why Being Remarkable Makes You Unavoidable in Conversations
How Triggers Shape What Gets Remembered and Shared—Even When It’s Not Interesting
What Really Fuels Sharing: Use Emotions—But Pick the Right Kind
Visibility Is Power: Make the Private Public to Spark Imitation
Altruism Amplifies Ideas: Use Practical Value for Viral Impact
It’s Not Who Shares: The Message—Not the Messenger—Is What Goes Viral
Triggers Are Better Than Cleverness: Why Context Beats Content for Ongoing Sharing
Use Storytelling as a Trojan Horse: Embed Your Core Message to Ensure It Survives
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