256 pages, 8.38 × 5.5 × 1 in
March 5, 2013
Simon & Schuster
The following ISBNs are associated with this title:
ISBN - 10: 1451686579
ISBN - 13: 9781451686579
About the Book
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?
Read from the Book
Contagious 2. Triggers Walt Disney World. Say those words to children under the age of eight and just wait for their excited screams. More than 18 million people from all over the world visit the Orlando, Florida, theme park annually. Older kids love the frightening plummet down Space Mountain and the Tower of Terror. Younger ones savor the magic of Cinderella’s castle and the thrill of exploring the rivers of Africa in the Jungle Cruise. Even adults beam joyously when shaking hands with beloved Disney characters like Mickey Mouse and Goofy. Memories of my own first visit in the early 1990s still make me smile. My cousin and I were picked from the audience to play Gilligan and the Skipper in a reenactment of Gilligan’s Island. The look of wild triumph on my face when I successfully steered the boat to safety—after being doused with dozens of buckets of water—is still family lore. Now compare these exhilarating images with a box of Honey Nut Cheerios. Yes, the classic breakfast cereal with a bee mascot that “packs the goodness of Cheerios with the irresistible taste of golden honey.” Considered reasonably healthy, Honey Nut Cheerios is still sugary enough to appeal to children and anyone with a sweet tooth and has become a staple of many American households. Which of these products—Disney World or Honey Nut Cheerios—do you think gets more word of mouth? The Magic Kingdom? The self-described place where dreams come true? Or Cheerios? The breakfast cereal made of whole grain oa
From the Publisher
New York Times bestseller and named Best Marketing Book of 2014 by the American Marketing Association
What makes things popular? 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?
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.
About the Author
Jonah Berger is an associate professor of marketing at the Wharton School at the University of Pennsylvania. Berger has been recognized with a number of awards for both scholarship and teaching. He is the author of Contagious: Why Things Catch On, a 2016 New York Times bestseller, and Invisible Influence.
"An exegesis on how ideas really 'go viral' (hint: the internet gets too much credit) by a marketing wunderkind."