About Contagious: How to Build Word of Mouth in the Digital Age
“Contagious by Jonah Berger is a book that explores the science behind why certain ideas, products, and behaviors become popular and contagious. Berger, a marketing professor at the Wharton School at the University of Pennsylvania, draws on extensive research and case studies to explain the key principles that make ideas and products more likely to catch on. It explains how to Build Word of Mouth in the Digital Age.
Parts of Contagious by Jonah Berger
The book is divided into six key principles or “STEPPS” that can help make ideas and products more shareable: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. Each principle is explained in detail and illustrated with examples from a range of industries and contexts.
One of the key insights from the book is that word-of-mouth marketing is still one of the most powerful and effective ways to generate buzz and build a brand. Berger argues that by understanding the psychology behind why people share things with each other, businesses can create marketing campaigns that are more likely to go viral and reach a wider audience.
Main Points of Contagious
“Contagious” is a book written by Jonah Berger that explores why some ideas and products become viral and others do not. The book is based on research and real-world examples, and it provides a framework for understanding the key factors that make things go viral. Here are some main points of the book:
- Social currency: People share things that make them look good or enhance their social status. Therefore, products and ideas that are seen as exclusive, trendy, or unique are more likely to be shared.
- Triggers: People are more likely to share things that are top of mind, that is, things that are triggered by everyday cues or situations. Therefore, products and ideas that are associated with frequent or important cues are more likely to be shared.
- Emotion: People share things that evoke strong emotions, such as awe, anger, or amusement. Therefore, products and ideas that elicit strong emotions are more likely to be shared.
- Public: People are more likely to imitate behavior that they can easily observe. Therefore, products and ideas that are visible or publicized are more likely to be shared.
- Practical value: People share things that are useful or solve a problem. Therefore, products and ideas that provide practical value are more likely to be shared.
- Stories: People share things that tell a story, that is, things that have a narrative or a message. Therefore, products and ideas that have a story or a message are more likely to be shared.
Overall, the book emphasizes the importance of understanding the psychology of sharing and designing products and ideas that align with people’s motivations and needs.
Theme of Contagious
The main theme of “Contagious” is understanding why some products, ideas, or messages become viral and others do not. The book explores the psychology of sharing, and it identifies six key factors that make things go viral: social currency, triggers, emotion, public visibility, practical value, and stories. By understanding these factors, businesses, marketers, and individuals can design products and ideas that are more likely to be shared and ultimately become successful. The book provides real-world examples and research to support its framework, and it emphasizes the importance of aligning with people’s motivations and needs to create viral content. Overall, the theme of “Contagious” is understanding the science of virality and how to apply it to achieve success in today’s social and digital world.