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Contagious
How to Build Word of Mouth in the Digital Age
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Summary
Berger's research offers practical guidance for anyone aiming to design messages and campaigns that spread widely, whether in business, politics, or public health.
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Contagious
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
Contagious is ideal for business professionals, marketers, entrepreneurs, and social scientists interested in understanding and harnessing word-of-mouth and viral phenomena. It also suits anyone keen to learn how ideas and products become popular through human behaviour rather than advertising alone.
Dynamic young Wharton professor 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?
Book Hero Magic formatted this description to make it easier to read. While it's new and
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Description
The New York Times bestseller that explains why certain products and ideas become popular.
"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 rumours 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 rumours 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.
Book Details
INFORMATION
ISBN: 9781451686586
Publisher: Simon & Schuster
Format: Paperback / softback
Date Published: 03 May 2016
Country: United States
Imprint: Simon & Schuster
Audience: General / adult
DIMENSIONS
Weight: 0g
Pages: 256
About the Author
Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious, Invisible Influence, and The Catalyst. He's a world-renowned expert on social influence, word of mouth, and why products, ideas, and behaviors catch on and has published over 50 papers in top-tier academic journals. He has consulted for a range of Fortune 500 companies, keynoted hundreds of events, and popular accounts of his work often appear in places like The New York Times, The Wall Street Journal, and Harvard Business Review. His research has also been featured in the New York Times Magazine's "Year in Ideas."
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