Who is the author of 'Contagious'?

The author of 'Contagious' is Jonah Berger.

What are the main themes in 'Contagious'?

The main themes in 'Contagious' include Content Marketing, Marketing and Sales, Advertising Strategies, Social Media Marketing.

What genre is 'Contagious'?

'Contagious' is categorized as Marketing and Sales.

What is the main idea of 'Contagious' by Jonah Berger?

The main idea of 'Contagious' by Jonah Berger is to explore why certain ideas, products, and behaviors become popular and spread like wildfire, akin to a contagion. Berger outlines six key principles—Social Currency, Triggers, Emotion, Public, Practical Value, and Stories—that influence why people share information and how it can lead to virality, providing actionable insights for marketers, businesses, and individuals looking to make their ideas more shareable.

What are the key factors that make ideas go viral according to the book?

In 'Contagious: How to Build Word of Mouth in the Digital Age', Jonah Berger identifies six key factors that make ideas go viral, encapsulated in the acronym STEPPS: Social Currency: People share things that make them look good or enhance their social status. When individuals feel that sharing an idea gives them social capital, they are more likely to spread it. Triggers: Ideas that are frequently triggered by their environment are more likely to be shared. A trigger is a cue that brings a thought to mind, leading to sharing when people encounter related circumstances. Emotion: Content that evokes strong emotions, whether positive or negative, is more likely to be shared. Particularly, content that inspires awe, anger, or humorous reactions tends to go viral. Public: Making ideas more public increases their chances of being shared. If others can see what people are doing, they are more likely to imitate that behavior, leading to a broader spread. Practical Value: People share things that they find useful or beneficial to others. Information that offers practical solutions tends to be circulated widely as it helps others solve problems. Stories: Crafting ideas into narratives makes them more engaging and memorable. Stories are easier to remember and share than isolated facts or figures.

How does Jonah Berger define the concept of social currency in the context of contagious ideas?

In 'Contagious,' Jonah Berger defines social currency as the idea that people share information to make themselves look good or to enhance their status among peers. Social currency involves sharing content that makes individuals appear knowledgeable, in-the-know, or cool. This concept suggests that people are motivated to talk about and share things that reflect positively on them or that they believe will impress others, thereby spreading ideas and products more effectively. Essentially, things that provide social currency are more likely to be shared and become contagious.

Can you give an example from the book that illustrates how emotions influence sharing?

In 'Contagious,' Jonah Berger discusses how arousing emotions significantly enhance the likelihood of people sharing content. One notable example he provides is the case of the "United Breaks Guitars" video. This viral video was created by musician Dave Carroll after his guitar was damaged by United Airlines. The video evoked strong feelings of anger and frustration, which prompted viewers to share it widely. Berger emphasizes that emotionally charged content, whether it's anger, awe, or happiness, is more likely to be shared than neutral content, hence the strong influence of emotions on sharing.

What role does practical value play in making a product or idea contagious?

In 'Contagious' by Jonah Berger, practical value refers to the usefulness of a product or idea, making it inherently shareable. When something provides practical benefits—such as offering valuable tips, useful information, or solutions to common problems—people are more likely to share it with others. This is because people enjoy sharing helpful content, which enhances their social status and helps their peers. Thus, products or ideas that embody practical value tend to spread more easily, as they fulfill the audience's need for value and utility.

Contagious

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

Marketing and Sales Content Marketing Social Media Marketing Advertising Strategies

Start Listening

0:000:00

The Mike & Casey Show

Dive into captivating book discussions with our expert hosts

Book Collections you might like →

Drew Houston's Book Recommendations

Drew Houston is an accomplished American entrepreneur best known for co-founding Dropbox, a widely-used cloud storage service, in 2007. As the CEO, he has led the company to serve millions of users worldwide and become a key player in the tech industry. Although not primarily known for literature, Houston has shared his entrepreneurial insights and experiences through various interviews and public speaking engagements, offering valuable lessons to aspiring business leaders. His work has significantly influenced the way people and organizations manage and share digital content. Houston's innovative vision continues to shape the future of cloud computing and digital collaboration.

Contagious

Start Listening

The Mike & Casey Show

You might also like →

Jab, Jab, Jab, Right Hook

The War of Art

The Thank You Economy

Purple Cow

Hooked

This Is Marketing

Positioning: The Battle for Your Mind

Traction

Viral Loop

Guerrilla Marketing

Connected Strategy

Hit Makers

Youtility

$100M Offers

Amaze Every Customer Every Time

Becoming a Category of One

The Cluetrain Manifesto

Conversational Capital

All Marketers are Liars

Your Ad Ignored Here

UnMarketing

The New Rules of Marketing and PR

Your Marketing Sucks

The Tao of Health, Sex, and Longevity

Superfans

The 22 Immutable Laws of Branding

The Unlikely Pilgrimage of Harold Fry

Advanced Selling Strategies

Invisible Selling Machine

Covert Cows and Chick-fil-A

Book Collections you might like →

Drew Houston's Book Recommendations

Niki Scevak's Book Recommendations

Ann Handley's Book Recommendations

Andrew Chen's Book Recommendations

Reid Hoffman's Book Recommendations

Jason Fried's Book Recommendations

Changpeng Zhao's Book Recommendations

Ryan Hoover's Book Recommendations

Sheryl Sandberg's Book Recommendations

David Kadavy's Book Recommendations

Ev Williams's Book Recommendations

Hugh Jackman's Book Recommendations

Brendon Burchard's Book Recommendations

Alex Hormozi's Book Recommendations

Arianna Huffington's Book Recommendations

Frequently Asked Questions

Explore Our Catalogue

Genres

Genres

Genres

Featured Collections