In "Contagious: How to Build Word of Mouth," Jonah Berger unravels the secrets behind why certain ideas and products go viral. He reveals six key principles that drive people to share, from social currency to emotional triggers, demonstrating how these concepts can transform ordinary offerings into cultural phenomena. Through captivating anecdotes and cutting-edge research, Berger illustrates how harnessing the power of word of mouth can shape markets and influence behavior. Could your next big idea become an unstoppable trend? Dive in and discover how to make your message contagious!
By Jonah Berger
Published: 2013
"People don’t just share information; they share emotions."
Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth. Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.But want to know the best thing about word-of-mouth? It's available to everyone.Whether you're a Fortune 500 company trying to increase sales, a corner restaurant trying to raise awareness, a non-profit trying to fight obesity, or a newbie politician running for city council, word-of-mouth can help you succeed. And you don't have to have millions of dollars to spend on an advertising budget. You just have to get people to talk.The challenge, though, is how to do that. This book will show you how.
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“People don’t just share information; they share emotions.”
Contagious
By Jonah Berger
Discover a world of knowledge through our extensive collection of book summaries.
Jonah Berger is a renowned author and marketing professor at the Wharton School of the University of Pennsylvania. He specializes in the study of social influence, word-of-mouth marketing, and the factors that drive products and ideas to become popular. Berger is best known for his bestselling books, including "Contagious: How to Build Word of Mouth in the Digital Age" and "Invisible Influence: The Hidden Forces that Shape Behavior." Through his research and engaging writing, he explores the dynamics of how and why things catch on, offering valuable insights for marketers and entrepreneurs alike. In addition to his academic work, Berger is a sought-after speaker and consultant, sharing his expertise with organizations around the world.
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