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Contagious: Why Things Catch On, by Jonah Berger
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Why do certain products and ideas go viral? Dynamic young Wharton professor Jonah Berger draws on his research to explain the six steps that make products or ideas contagious.
Why do some products get more word of mouth than others? Why does some online content go viral? Word of mouth makes products, ideas, and behaviors catch on. It's more influential than advertising and far more effective.
Can you create word of mouth for your product or idea? According to Berger, you can. Whether you operate a neighborhood restaurant, a corporation with hundreds of employees, or are running for a local office for the first time, the steps that can help your product or idea become viral are the same.
Contagious is filled with fascinating information drawn from Berger's research. You will be surprised to learn, for example, just how little word of mouth is generated online versus elsewhere. Already praised by Dan Ariely and Dan Gilbert, and sold in nine countries, this book is a must-listen for people who want their projects and ideas to succeed.
- Sales Rank: #1774 in Audible
- Published on: 2013-03-05
- Released on: 2013-03-05
- Format: Unabridged
- Original language: English
- Running time: 414 minutes
Most helpful customer reviews
6 of 6 people found the following review helpful.
STEPPS on how to get YOUR content shared!
By Steven Woloszyk
Jonah Berger is a professor at the Wharton School of Business. He dropped two books last year, about a month apart, with this one I'm reviewing and Invisible Influence. His work reminds me a little of Malcolm Gladwell and he even references The Tipping Point early in the book.
These kind of books, where the author presents anecdotal evidence and real life stories to illustrate points, are fun to read for me as I enjoy when the author helps you relate with the "stories" presented to validate a point.
Jonah writes to inform us of why things catch on. We see this quite a bit with things going "viral" with social media, but he goes deeper than just the social media aspect of contagiousness.
He provides an easy to follow acronym for outlining what items can help something catch on. This acronym is STEPPS and the books is divided into 6 chapters describing each of the elements. They are as follows:
Social Currency - Being "in-the-know" on something and wanting to share it with others.
Triggers - How one thing will instantly trigger a thought of something else. Peanut butter makes you think of jelly. Coffee and donuts go together, etc.
Emotion - When something inspires us and evokes emotion, we are often inspired to share. Some feelings are more prone to sharing like humor, awe, excitement, and on the negative side, anger and anxiety.
Public - Summed up as social proof. Two restaurants with same cuisine and one has a line out the door and the other one is practically empty. Where would you like dine?
Practical Value - Information that is useful is far more likely to be shared.
Stories - When a good story is told, it will often suck us in, evoke emotion, and prompt us to want to share.
Amazon reviewers give this one a 4.5 after 676 reviews. Goodreads gives it a 3.87 after 11,603 ratings and 1,090 reviews. I thought the book was entertaining but didn't really feel like there was anything revolutionary about the content. Still, if you enjoy psychology and social behaviors along the same lines as Malcolm Gladwell, then you might want to pick it up.
157 of 167 people found the following review helpful.
Fascinating read for marketers trying to unlock the secrets to viral success
By Jim Williams, Influitive
Jonah Berger's Contagious is a fascinating read. Not only is the book packed with entertaining examples of viral campaigns, but each is backed with painstaking analysis into the science of social transmission. What you end up with is a veritable blueprint for creating ideas, campaigns and messages that spread like wildfire.
There are six essential factors that contribute to contagious ideas, shows Jonah, and a quick look at some of the most successful viral campaigns reveals each of them at work:
Social currency. We share things that make us look good or help us compare favorably to others. Exclusive restaurants utilize social currency all the time to create demand.
Triggers. Ideas that are top of mind spread. Like parasites, viral ideas attach themselves to top of mind stories, occurrences or environments. For example, Mars bar sales spiked when in 1997 when NASA's Pathfinder mission explored the red planet.
Emotion. When we care, we share. Jonah analyzed over six months of data from the New York Times most emailed list to discover that certain high arousal emotions can dramatically increase our need to share ideas - like the outrage triggered by Dave Carroll's "United Breaks Guitars" video.
Public. People tend to follow others, but only when they can see what those others are doing. There is a reason why baristas put money in their own tip jar at the beginning of a shift. Ideas need to be public to be copied.
Practical. Humans crave the opportunity to give advice and offer tips (one reason why advocate marketing works - your best customers love to help out), but especially if they offer practical value. It's why we `pay it forward' and help others. Sharing is caring.
Stories - People do not just share information, they tell stories. And stories are like Trojan horses, vessels that carry ideas, brands, and information. To benefit the brand, stories must not only be shared but also relate to a sponsoring company's products. Thus the epic failure of viral sensations like Evian's roller baby video (50M views) that did little to stem Evian's 25% drop in sales.
There is so much this book offers marketers, making it required reading that follows in the footsteps of Malcolm Gladwell and the Heath brothers. It also perfectly demonstrates why advocate marketing is such a powerful idea for modern marketers. Viral campaigns eschew overt marketing messages by cleverly tapping into consumer wants, desires and emotional needs. Similarly, advocate marketing helps marketers reach audiences through a more effective and trusted means than direct messaging. We share our experiences because that act enhances our personal and professional reputation and makes us feel good. When marketers tap into these very human needs, they can reach a much broader audience with a more genuine message than any advertisement can provide.
5 of 5 people found the following review helpful.
Do you ever wonder why some advertisements are so annoying and corny
By ryan sansing
Do you ever wonder why some advertisements are so annoying and corny? Many of us imagine that ad writers lack our higher level of taste. How is it that some important news stories are ignored, while a video of a grandmother dancing drunk on the table gets millions of views? In his award-winning, New York Times best seller Contagious Why Things Catch On, author Jonah Berger gives countless real-life examples of the mysterious methods employed to capture the logic defying attention of the masses. The chapter on social currency describes how you can yoke your product to your customers desire to improve their image making word-of-mouth, and web, your best form of marketing. Next he explains how subconscious triggers lead to surprising results. One example is the horrible book review that leads to thousands more copies sold. Directly manipulating the emotions is another strategy. What sells more, happy emotions or sad? The answer is according to Contagious is both, as long as it is emotional arousal, anxiety, anger, or bright joy. The chapter on the public is all about how to make people show your logo everywhere. Good old-fashioned practical value is also described as we love to share those genuine life hacks with our friends and family. If we believe we can help others save time or money, we will spread the word. Finally we learn the power of narrative. If we can tie a product or service to a good story, then we ride the waves of idle chatter. The author peppers his lessons with juicy examples that are surprising and interesting. Overall the book will change the way you see viral marketing and communication in our modern age and is genuinely fun to read.
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