Contagious: Why Things Catch On

Jonah Berger Contagious: Why Things Catch On PDF


The New York Times bestseller that explains why certain products and ideas become popular. "Jonah Berger knows more than anyone in the world what drives information to go viral." —Daniel Gilbert, author of the bestselling book Stumbling On Happiness

What makes things popular? If you said advertising, think again. People don't listen to advertisements, they listen to their colleagues. But why do people talk more about certain products and ideas than others? Why are some stories and rumors more contagious? And what makes online content go viral?

Wharton's marketing professor Jonah Berger has spent the past decade answering these questions. He researched why New York Times articles are on the list of newspapers with the most emails, why word of mouth makes products known, and how social influence affects everything from the cars we buy to the clothes we wear , right down to the names we give our children.

In Contagious, Berger reveals the secret science behind word of mouth and social broadcast. Learn how six core principles make everything from consumer products and political initiatives to workplace rumors and YouTube videos contagious. Find out how a luxury steakhouse grew in popularity thanks to a humble cheesesteak, why drug advertising actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is: a blender.

Contagious provides specific and actionable techniques for disseminating information, creating news, advertisements, and content that is shared by people. Whether you're a manager of a large company, a small business owner looking to raise awareness, a politician running for office, or a health officer looking to get the word out, Contagious will show you how to get your product or idea off the ground can.