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Why Things Catch On
Simon & Schuster
March 2013
On Sale: March 5, 2013
256 pages
ISBN: 1451686579
EAN: 9781451686579
Kindle: B008J4GQKW
Hardcover / e-Book
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Non-Fiction
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 this book, 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. Contagious combines groundbreaking
research with powerful stories. Learn how a luxury
steakhouse found popularity through the lowly cheese-steak,
why anti-drug commercials might have actually increased drug
use, and why more than 200 million consumers shared a video
about one of the seemingly most boring products there is: a
blender. If you’ve wondered why certain stories get shared,
e-mails get forwarded, or videos go viral, Contagious
explains why, and shows how to leverage these concepts
to craft contagious content. This book provides a set of
specific, actionable techniques for helping information
spread—for designing messages, advertisements, and
information 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.
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