"Contagious: Why Things Catch On" by Jonah Berger is a New York Times bestseller that delves into the science behind why certain products and ideas become popular and go viral. Contrary to popular belief, the book argues that advertising is not the key fac
“Contagious: Why Things Catch On” by Jonah Berger is a New York Times bestseller that delves into the science behind why certain products and ideas become popular and go viral. Contrary to popular belief, the book argues that advertising is not the key factor in making things popular; instead, it emphasizes the power of word-of-mouth and social influence.
Jonah Berger, a marketing professor at Wharton, shares insights gained from a decade of research into the factors that drive contagiousness. He explores why some products, ideas, stories, and rumors spread more rapidly than others and how social influence shapes consumer behavior.
The book introduces six basic principles that drive contagion, shedding light on the mechanisms that lead to widespread popularity. It uses real-world examples to illustrate how these principles apply to various scenarios, from consumer products to policy initiatives, workplace rumors, and online content, including YouTube videos.
In “Contagious,” readers will learn how a luxury steakhouse leveraged the popularity of the humble cheesesteak, why anti-drug commercials may have inadvertently increased drug use, and how a seemingly mundane product like a blender managed to garner over 200 million shares.
Jonah Berger provides actionable techniques for creating messages, advertisements, and content that people are more likely to share. Whether you’re a business owner, a politician, a health official, or someone seeking to increase awareness about a product or idea, “Contagious” offers valuable insights and strategies to make your message go viral and catch on.
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