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Contagious: Why Things Catch On Kindle Edition
“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.
- LanguageEnglish
- PublisherSimon & Schuster
- Publication dateMarch 5, 2013
- File size2256 KB
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Editorial Reviews
From Booklist
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“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 )
“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 )
“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 )
“Think of it as the practical companion to Malcolm Gladwell’s The Tipping Point.” (Tasha Eichenseher Discover)
“[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)
“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)
"For nonexperts who puzzle about the best way to make an impact in a world of social media addicts with short attention spans, it provides plenty to think about. . . . If there were a 'like' button underneath it, you'd probably find yourself clicking it." (Maija Palmer Los Angeles Times)
“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)
"An exegesis on how ideas really 'go viral' (hint: the internet gets too much credit) by a marketing wunderkind." (Details)
"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)
About the Author
Excerpt. © Reprinted by permission. All rights reserved.
Product details
- ASIN : B008J4GQKW
- Publisher : Simon & Schuster; 1st edition (March 5, 2013)
- Publication date : March 5, 2013
- Language : English
- File size : 2256 KB
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Enabled
- Word Wise : Enabled
- Sticky notes : On Kindle Scribe
- Print length : 257 pages
- Best Sellers Rank: #72,107 in Kindle Store (See Top 100 in Kindle Store)
- #2 in Multilevel Marketing (Kindle Store)
- #13 in Consumer Behavior
- #69 in Advertising (Books)
- Customer Reviews:
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About the author
For more details see: JonahBerger.com
Jonah Berger is a Professor at the Wharton School at the University of Pennsylvania, an internationally bestselling author, and a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors catch on. He has published dozens of articles in top‐tier academic journals, teaches Wharton’s highest rated online course, and popular accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review. Over a million copies of his books, Contagious, Invisible Influence, and The Catalyst: How to Change Anyone’s Mind are in print in over 35 countries around the world.
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Customers find the book insightful, relevant, and persuasive. They describe it as an enjoyable, amazing, and useful read. Readers also mention the writing is clear and informative. They appreciate the stories and case studies.
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Customers find the book insightful, practical, and full of real-world studies and examples. They say it provides a good overview, case studies, and in-depth analysis. Readers also mention the book offers valuable tips and tactics.
"...Word-of-mouth is much more effective because it is persuasive, because people trust more what others recommend rather than what they see on T.V. or..." Read more
"This was a good addition to our library. Great, easy read with valuable knowledge" Read more
"...Berger is to the point, every page offers valuable tips and tactics and when an author is not only intelligent but a great storyteller all you can..." Read more
"...entertaining examples of viral campaigns, but each is backed with painstaking analysis into the science of social transmission...." Read more
Customers find the book very enjoyable, amazing, and useful. They appreciate the style of writing that constantly engages the reader. Readers also mention the book is interactive and makes them think.
"...Overall, “Contagious” by Jonah Berger is an excellent book to start off with if you want to understand the aspects of marketing and advertising and..." Read more
"This was a good addition to our library. Great, easy read with valuable knowledge" Read more
"...I can honestly say this is one of the best books I've read in 2013...." Read more
"...Not only is the book packed with entertaining examples of viral campaigns, but each is backed with painstaking analysis into the science of social..." Read more
Customers find the book easy to understand. They say it incorporates key ideas and makes everything clear, practical, and ingenious. Readers appreciate the accessibility the style provides. They also mention the book is gripping, well-laid out, and gripping.
"...It is very easy to understand and it allows the reader to put into perspective that marketing is deeper than just advertising on social media...." Read more
"This was a good addition to our library. Great, easy read with valuable knowledge" Read more
"...This is a book with clear, practical and ingenious steps that can make most anything contagious...even blenders.2...." Read more
"...This book is well-researched, well-written, entertaining, funny, and eye-opening!..." Read more
Customers find the stories and case studies in the book interesting and relatable. They also appreciate the examples given in each chapter. Readers mention the content is solid and thought-provoking.
"...Hence it is reliable too. If an enterprise or an artist can garner these, then they are set in the path of success...." Read more
"...There are a lot of examples give in each chapter. Although interesting, at times, they can distract from the core idea...." Read more
"...A reading experience, based on interesting stories that allow me to apply the content to the needs of my organization. warm recommendation." Read more
"...negative of this book I found was the way it is written, as it repeats a lot and could be interpreted as reading a children’s book, and some may get..." Read more
Customers find the book fascinating, beautifully narrative, and loaded with great contagious info. They say it's a great breakdown of why things go viral. Readers also mention it'll be interesting and digestible. They describe the book as brilliant and clever.
"Jonah Berger's Contagious is a fascinating read...." Read more
"...Based on how interesting and digestible Contagious is, I can’t wait to read his next book." Read more
"...familiar, but if you haven’t read these books lately, Contagious is full of useful reminders." Read more
"...Contagious is both beautifully narrative and grounded to rigorous academic studies whose conclusions we can be (mostly) faithful in...." Read more
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Absolutely incredible. One of the best books I've ever read
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Traditional marketing suggests that the factors that determine a business’ or product’s success are quality, price, and the advertising. Berger explains that it is much deeper than that, and that the more important factors are word-of-mouth transmission and social influence. Word-of-mouth is much more effective because it is persuasive, because people trust more what others recommend rather than what they see on T.V. or social media. This was very interesting to read and I agree with his points- and the numbers prove it accounts for 20-50% of all purchasing decisions. Shockingly, only 7% of word-of-mouth advertising is done through social media.
The author's main arguments are split up by the STEPPS acronym, and each is successfully argued with facts and experience. The first chapter starts with Social currency. This chapter puts emphasis on being “in the know” on something, and wanting to share it with others. The example Berger used was the hot dog restaurant having a secret bar hidden with a secret door in a phone booth. The restaurant and bar have done well for years because people feel like they are “in the know” and recommend it to others, as if they are a part of some big secret. The next chapter, Triggers, is about how one thing triggers another. Such as buying coffee and donuts, peanut butter and jelly, and specifically in the book it is mentioned that the Mars candy company saw a spike in sales during the time in 1997 when NASA was organizing a mission to Mars. Emotion is all about how when something provokes emotion or inspires you, you are more likely to share it. Public is about how people imitate others, with the example of how people are more likely to choose a restaurant or store that has more people in it, and to walk past the ones that are empty. Next, practical value is about how important information is more useful to share, and relies heavily on buyer behavior because people like to help others . Finally, stories explains how a good story is likely to be told especially when it provokes emotion, and thus makes people want to share it with others.
In my opinion, “Contagious: why things catch on” by Jonah Berger is a very interesting read with useful information. As soon as you pick up the book it is difficult to put it down, as it keeps the audience engaged and interested. It is very easy to understand and it allows the reader to put into perspective that marketing is deeper than just advertising on social media. This book could be particularly very useful to students who are interested in studying marketing, interested in psychology and why people are influenced by certain things and not others, or people who have plans to start a business- or just anyone on social media. “Contagious” could even be useful to people who simply do not want to be manipulated by businesses and gain the ability to see through the different marketing strategies. Not only are you given real life scenarios and statistics, but also you are shown proof on how STEPPS can help create a booming business. The stories that are provided are especially useful as they keep the reader engaged while also providing useful information. The only negative of this book I found was the way it is written, as it repeats a lot and could be interpreted as reading a children’s book, and some may get a bit bored. Readers may want to skip over parts as it repeats the same ideas during the chapter and may find it to be a bit redundant at times.
Overall the information is useful enough that I did not mind it too much as I found it just makes it a quick read on why things go viral and how businesses manipulate customers. I enjoyed reading this book, and if you plan on developing a marketing plan or strategy for your business, “Contagious: why things catch on” would be useful to test the strategies to make sure it would be successful. The author successfully explains the STEPPS to making a business successful and used his own education and research to back up the claims being made. The book did not really come off as persuasive, just informative of what works and what does not. I definitely recommend this book to anyone who wants to know more about how marketing strategies work and how companies can manipulate you.
Similar books to “Contagious” include: "Diffusion of Innovations," by Everett Rogers, “Influence” by Robert B. Cialdini, and “The Nuclear Effect” by Scott Oldford. Jonah Berger also has other books that talk about marketing and how to influence other people, such as “The Catalyst” and “Invisible Influence”. Overall, “Contagious” by Jonah Berger is an excellent book to start off with if you want to understand the aspects of marketing and advertising and what can make a company successful, especially when today it is harder than ever to find what will stick to consumers, this book brings about the most effective and prosperous ways on making your product or business contagious.
Wharton Professor Jonah Berger makes some bold claims in his latest book Contagious: Why Things Catch On. But like Malcolm Gladwell and the Heath brothers before him he backs up those claims with enlightening data and cohesive story telling.
WHAT I LOVED ABOUT THE BOOK:
1. Berger makes clear early on in Contagious that "...Facebook and Twitter are technologies, not strategies". This isn't a book based on building followers or getting likes. This is a book with clear, practical and ingenious steps that can make most anything contagious...even blenders.
2. Berger provides an easy way to remember his principles, which means they will stick with the reader long after they have put this book down. They are the "Six Key STEPPS".
Social Currency - we share things that make us look good
Triggers - top of mind, tip of tongue
Emotion - when we care, we share
Public - built to show, built to grow
Practical Value - news you can use
Stories - information travels under the guise of idle chatter
3. Most of the ideas that Berger discusses have two great qualities.
One is the sense that you as the reader could have thought of that. None of the social epidemics Berger highlights seem beyond the creative capacity of you or me.
Two - we can do these things! We can take what Berger has written about so eloquently and use these ideas in our lives and businesses to our benefit.
That is what any great book should do and Berger has written that book.
WHAT I DIDN'T CARE FOR ABOUT THE BOOK:
I can honestly say this is one of the best books I've read in 2013. Berger is to the point, every page offers valuable tips and tactics and when an author is not only intelligent but a great storyteller all you can say is thank you and please write another.
CONCLUSION:
If you are in the business of products, ideas or behaviors and you have a vested interested in making that business ignite social epidemics this is the book that can act as the match to start that fire. I highly recommend this book.
Top reviews from other countries
Once you start a chapter, it's difficult to leave the book until you complete it.
This is a 100% practical book & I am using lots of lessons in our own business.
Thank you for everything, Jonah