Contagious: Why Things Catch On Hardcover – Mar 5 2013
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“Jonah Berger is as creative and thoughtful as he is spunky and playful. Looking at his research, much like studying a masterpiece in a museum, provides the observer with new insights about life and also makes one aware of the creator's ingenuity and creativity. It is hard to come up with a better example of using social science to illuminate the ordinary and extraordinary in our daily lives.” (Dan Ariely, James B. Duke professor of psychology and behavioral economics at Duke University and bestselling author of Predictably Irrational)
“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)
“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)
“Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” (Daniel Gilbert, Professor of Psychology, Harvard University and author of Stumbling on Happiness)
“Jonah Berger is the rare sort who has studied the facts, parsed it from the fiction—and performed groundbreaking experiments that have changed the way the experts think. If there’s one book you’re going to read this year on how ideas spread, it’s this one.” (Dave Balter, CEO of BzzAgent and Co-founder of the Word of Mouth Marketing Association)
"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)
“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)
"An exegesis on how ideas really 'go viral' (hint: the internet gets too much credit) by a marketing wunderkind." (Details)
About the Author
Jonah Berger is an associate professor of marketing at the Wharton School at the University of Pennsylvania. His research has been published in top-tier academic journals, and popular accounts of his work have appeared in The New York Times, The Wall Street Journal, Science, Harvard Business Review, and more. His research has also been featured in the New York Times Magazine’s “Year in Ideas.” Berger has been recognized with a number of awards for both scholarship and teaching. The author of Contagious and Invisible Influence, he lives in Philadelphia, Pennsylvania.See all Product Description
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Top Customer Reviews
1) Social is not the panacea of virality. Berger, through years of peer-reviewed research, argues that social accounts for only 7% of word-of-mouth, which probably gives every creative agency and community manager jitters, but it shouldnt necessarily. Social mediums can be used as a way to spread ideas within communities already established and its these communities or trusted networks that have value. Word-of-mouth happens within these trusted networks, because the people know each other better and choose to share stuff that they know will resonate with them. If Tommy is into baseball, I'm not going to tell him about the latest baby stroller, but I will share a video of the amazing catch from last night's game - even watching the video makes me automatically think of Tommy. People skew what they share based upon others interests so reception increases. You need to light a bunch of little fires rather than one big one, which means a tweet to a million people has less value than 100 tweets to smaller bases.
2) Making a brand public is important so other people can see it, but the opposite is true for stuff you dont want to spread.Read more ›
Je n'hésiterais pas à recommander ce livre à quiconque s'intéresse au marketing, à la mise en marché de produits ou services, a un esprit d'entrepreneur, ou s'intéresse à la publicité et aux médias sociaux de près ou de loin.
After reading this book, I know why it catches on!
Option A: $50,000/year where everyone else would receive $25,000/year
Option B: $100,000/year where everyone else would receive $200,000/year
The majority of them chose Option A. They cared more about being the leader of the pack than actually making more money. Crazy! That's the kind of eye opener this book is and it all applies to marketing.
"Social currency" means we share things that help us compare favorably to others; "triggers" are ideas that attach themselves to top of mind stories or occurrences; "emotion" boils down to caring = sharing; "public" describes the tendency for people to follow others' leads; "practical" taps into the human desire to give advice and offer tips; and "stories" act like vessels that carry brands and information.
This book offers plenty of advice to professional marketers but also clearly and interestingly explains to every reader how viral campaigns eschew overt marketing messages. They tap into consumer wants, desires and emotional needs, causing the consumer to share his/her experience. And this sharing ultimately reaches a much broader audience than any advertisement can.
I was (and remain) especially interested in Berger's discussion of what he characterizes as six "ingredients" or principles embraced by an acronym: STEPPS. They are Social Currency (enable people to discuss with others what is most important to them); Triggers (prompt or remind people to discuss what could be of benefit to you); Emotion (reveal how much you care but the feelings [begin italics] must [end italics] be genuine, sincere, and authentic); Public (offer what is self-sufficient in terms of its appeal); Practical Value (much of its appeal is determined by its usefulness); and Stories (anchor the message in human experience with which others can identify). Berger suggests that these six as STEPPS (pun intended) during the process of crafting contagious content. "These ingredients lead ideas to get talked about and succeed...Read more ›
Most recent customer reviews
The STEPPS concept is pretty cool, but some of the sections in the book are not that relevant. Good book, not a great one thoughPublished 1 month ago by Minh
Amazing book, very simple to read and very powerful ideas!Published 2 months ago by Mathieu Bineau Brien
This book is so Contagious that I have read it several times.Published 5 months ago by Stacy Patricia
Awesome read. Uses a lot of anecdotes to make his points which helps the ideas stick. Will probably read again and take some notes.Published 6 months ago by Mack A.
One of the best books there is on making people notice, remember, and take action regarding your message, product, service, etc. Read morePublished 10 months ago by Geoff Fisher
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