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Contagious: Why Things Catch On, by Jonah Berger

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From Booklist

We’re all familiar with the idea of something—a video clip, for example—going viral. But how does it happen? Berger identifies six principles that operate, either singly or in combination, when anything goes viral, including social currency (a restaurant makes itself so hard to find that it becomes famous); emotion (the clip of Susan Boyle’s first appearance on Britain’s Got Talent exploded on YouTube because people reacted to it emotionally); triggers (more people search online for the song “Friday” on Friday than on any other day of the week); and practical value (a man’s video showing how to cleanly shuck a cob of corn exploded due to its useful application). Some of what the author talks about here will seem utterly obvious, but there is plenty of insider stuff as well (for example, the brain trust at Apple debated which way the logo should face on the cover of its laptops: rightside up to the user, or rightside up to someone looking at the laptop’s open lid?). On such decisions are fortunes made. An engaging and often surprising book. --David Pitt

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Review

“Jonah Berger is as creative and thoughtful as he is spunky and playful. Looking at his research, much like studying a masterpiece in a museum, provides the observer with new insights about life and also makes one aware of the creator's ingenuity and creativity. It is hard to come up with a better example of using social science to illuminate the ordinary and extraordinary in our daily lives.” (Dan Ariely, James B. Duke professor of psychology and behavioral economics at Duke University and bestselling author of Predictably Irrational)“Why do some ideas seemingly spread overnight, while others disappear? How can some products become ubiquitous, while others never gain traction? Jonah Berger knows the answers, and, with Contagious, now we do, too." (Charles Duhigg, author of the bestselling The Power of Habit)“If you are seeking a bigger impact, especially with a smaller budget, you need this book. Contagious will show you how to make your product spread like crazy.” (Chip Heath, co-author of Made to Stick and Decisive)“Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” (Daniel Gilbert, Professor of Psychology, Harvard University and author of Stumbling on Happiness)“Jonah Berger is the rare sort who has studied the facts, parsed it from the fiction—and performed groundbreaking experiments that have changed the way the experts think. If there’s one book you’re going to read this year on how ideas spread, it’s this one.” (Dave Balter, CEO of BzzAgent and Co-founder of the Word of Mouth Marketing Association)"A provocative shift in focus from the technology of online transmission to the human element and a bold claim to explain 'how word of mouth and social influence work . . . [to] make any product or idea contagious." (Kirkus Reviews)“Contagious contains arresting — and counterintuitive — facts and insights. . . . Most interesting of all are the examples Berger cites of successful and unsuccessful marketing campaigns.” (Glenn C. Altschuler The Boston Globe)“An infectious treatise on viral marketing. . . . Berger writes in a sprightly, charming style that deftly delineates the intersection of cognitive psychology and social behavior with an eye toward helping businesspeople and others spread their messages. The result is a useful and entertaining primer that diagnoses countless baffling pop culture epidemics.” (Publishers Weekly)“The book is just plain interesting. Berger’s cases are not only topical and relevant, but his principles seem practical and are easily understood. . . . I have a strong feeling that this book will catch on.” (Ben Frederick The Christian Science Monitor)“Think of it as the practical companion to Malcolm Gladwell’s The Tipping Point.” (Tasha Eichenseher Discover)

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Product details

Hardcover: 256 pages

Publisher: Simon & Schuster; Later Printing edition (March 5, 2013)

Language: English

ISBN-10: 9781451686579

ISBN-13: 978-1451686579

ASIN: 1451686579

Product Dimensions:

5.5 x 1 x 8.4 inches

Shipping Weight: 12 ounces (View shipping rates and policies)

Average Customer Review:

4.5 out of 5 stars

838 customer reviews

Amazon Best Sellers Rank:

#11,475 in Books (See Top 100 in Books)

I'll admit that I enjoyed reading Jonah Berger's "Contagious: Why Things Catch On." As I read it, however, it quickly became quite ironic how similar the concepts and ideas presented were nearly identical to those laid out by the late Everett "Ev" Rogers in his seminal work "Diffusion of Innovations," which was first published in 1962 and is still in print. It seemed that entire chunks of Rogers' work was lifted and repackaged by Berger with contemporary experiments, examples, and a renaming of concepts (e.g., Rogers uses the term Observability, while Berger uses Public). When I reviewed the sources in the Notes section of Berger's "Contagious" book, a citation to Rogers' work was absent.Interestingly, Berger's academic work cites Rogers' work. In addition, a podcast interview with Berger posted on influencerinc.co notes that one of Berger's "favorite five" is the book "Diffusion of Innovations." In another interview posted on thereadinglists.com, Berger states that "'Diffusion of Innovations' was one of the first books to examine the question of why some products succeed while others fail. The author looked at everything from hybrid corn to new computer technologies." The syllabus for the course taught by Berger for The Great Courses (How Ideas Spread) includes suggested readings; none other than Everett Rogers and his "Diffusion of Innovations" appears on the list.I earned a PhD in marketing from the University of Washington and my dissertation focused on innovation adoption and diffusion. Before entering academia, I briefly worked as a consultant. I was fortunate enough to have worked along with Rogers on one of my consulting projects with a major packaged foods company. There are simply so many things stated in Berger's book that mirror concepts that Rogers wrote about and talked about in his own work. While "Contagious" is obviously a well written book, anyone interested in the topics Berger presents must read "Diffusion of Innovations," which is far more comprehensive (and interesting) than Berger's work. "Contagious," I believe, is nothing more than a "dumbed-down" version of Rogers' work presented in a way to sell to the masses. Other than the concept of persistence, nearly everything covered by Berger was written by Rogers in 1962.

Jonah Berger is a professor at the Wharton School of Business. He dropped two books last year, about a month apart, with this one I'm reviewing and Invisible Influence. His work reminds me a little of Malcolm Gladwell and he even references The Tipping Point early in the book.These kind of books, where the author presents anecdotal evidence and real life stories to illustrate points, are fun to read for me as I enjoy when the author helps you relate with the "stories" presented to validate a point.Jonah writes to inform us of why things catch on. We see this quite a bit with things going "viral" with social media, but he goes deeper than just the social media aspect of contagiousness.He provides an easy to follow acronym for outlining what items can help something catch on. This acronym is STEPPS and the books is divided into 6 chapters describing each of the elements. They are as follows:Social Currency - Being "in-the-know" on something and wanting to share it with others.Triggers - How one thing will instantly trigger a thought of something else. Peanut butter makes you think of jelly. Coffee and donuts go together, etc.Emotion - When something inspires us and evokes emotion, we are often inspired to share. Some feelings are more prone to sharing like humor, awe, excitement, and on the negative side, anger and anxiety.Public - Summed up as social proof. Two restaurants with same cuisine and one has a line out the door and the other one is practically empty. Where would you like dine?Practical Value - Information that is useful is far more likely to be shared.Stories - When a good story is told, it will often suck us in, evoke emotion, and prompt us to want to share.Amazon reviewers give this one a 4.5 after 676 reviews. Goodreads gives it a 3.87 after 11,603 ratings and 1,090 reviews. I thought the book was entertaining but didn't really feel like there was anything revolutionary about the content. Still, if you enjoy psychology and social behaviors along the same lines as Malcolm Gladwell, then you might want to pick it up.

Do you ever wonder why some advertisements are so annoying and corny? Many of us imagine that ad writers lack our higher level of taste. How is it that some important news stories are ignored, while a video of a grandmother dancing drunk on the table gets millions of views? In his award-winning, New York Times best seller Contagious Why Things Catch On, author Jonah Berger gives countless real-life examples of the mysterious methods employed to capture the logic defying attention of the masses. The chapter on social currency describes how you can yoke your product to your customers desire to improve their image making word-of-mouth, and web, your best form of marketing. Next he explains how subconscious triggers lead to surprising results. One example is the horrible book review that leads to thousands more copies sold. Directly manipulating the emotions is another strategy. What sells more, happy emotions or sad? The answer is according to Contagious is both, as long as it is emotional arousal, anxiety, anger, or bright joy. The chapter on the public is all about how to make people show your logo everywhere. Good old-fashioned practical value is also described as we love to share those genuine life hacks with our friends and family. If we believe we can help others save time or money, we will spread the word. Finally we learn the power of narrative. If we can tie a product or service to a good story, then we ride the waves of idle chatter. The author peppers his lessons with juicy examples that are surprising and interesting. Overall the book will change the way you see viral marketing and communication in our modern age and is genuinely fun to read.

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