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Contagious

Why Things Catch On

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Contagious

By: Jonah Berger
Narrated by: Keith Nobbs
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Why do certain products and ideas go viral? Dynamic young Wharton professor Jonah Berger draws on his research to explain the six steps that make products or ideas contagious.

Why do some products get more word of mouth than others? Why does some online content go viral? Word of mouth makes products, ideas, and behaviors catch on. It's more influential than advertising and far more effective.

Can you create word of mouth for your product or idea? According to Berger, you can. Whether you operate a neighborhood restaurant, a corporation with hundreds of employees, or are running for a local office for the first time, the steps that can help your product or idea become viral are the same.

Contagious is filled with fascinating information drawn from Berger's research. You will be surprised to learn, for example, just how little word of mouth is generated online versus elsewhere. Already praised by Dan Ariely and Dan Gilbert, and sold in nine countries, this book is a must-listen for people who want their projects and ideas to succeed.

©2013 Social Dynamics Group, LLC (P)2013 Simon & Schuster, Inc. Advertising Consumer Behavior & Market Research Marketing Marketing & Sales Inspiring Thought-Provoking Content Creation

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The six principles in making ideas contagious are:
1. Social currency (is it cool to know and spread the idea)
2. Triggers (is the idea associated with something that comes up often so it triggers people to talk about the idea)
3. Emotion (do people care about the idea; people share what they care about)
4. Publicity (is the idea or product out in the public)
5. Practical Value (are people eager to share the idea with friends)
6. Stories (is it delivered in a compelling story, not in a boring message)

The author gives many examples of how each of these principles can make an idea contagious. A supermarket tested playing different types of music and measured the sales of wine. When French music was played, more French wines were purchased. When German music was played, more German wines were purchased. Remember the Kit Kat "Gimme a Break" campaign? As people were taking a break and having a cup of coffee (trigger), the thought of a tasty snack popped into their head (emotion). Or what about the Budweiser's "Wassup" commercials? A bunch of Budweiser drinkers were saying "wassup," which then reinforced the behavior of hanging out with friends and drinking Budweiser. The Movember Foundation made charity giving for men's health (normally private information) into an annual conversation topic as men sported moustaches in November (public).

Lots of examples of things that have gone viral

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Where does Contagious rank among all the audiobooks you’ve listened to so far?

It's in the same catagory that I put Malcolm Gladwell.

What was the most compelling aspect of this narrative?

This book has helped me in business and social circles and explains the psychology behind the connections.

What about Keith Nobbs’s performance did you like?

He held my attention with his narrative

What’s the most interesting tidbit you’ve picked up from this book?

social currency

One I will listen to again

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Narrator: the voice and style was very far from the generic one I've found in titles similar to this. Much more engaging.

My background going into the book:
I've read "Thinking, fast and slow", but no books on marketing or virality.

I love that the book starts out by introducing a simple acronym, and devotes a chapter to explaining each concept in detail.
Filled with good examples and good at reusing earlier concepts and phrases.

Of the 6 concepts, the last 2 were a little light on theory and mostly explained with examples.

A very good and memorable introduction to virality.

A great 6 concepts overview of contagious content

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This is an amazing book that pointing out obvious but brilliant conclusions and observations about human behavior and what make ideas catch-it’s a “must read” guide to every enthusiast personal who’s looking to be insta/YouTube or any kind of superstar.
The book was written at the beginning of 2000 so most examples are from that era, a lot of things been evolved since and there are a lot of updates that can be made to make a great example for success stories and moral stories of what should not be done (spreading fake news...) but point has made, I learned a lot and planning to use the principles for success.

Amazing book! Learned a lot

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I was referred to this book by somebody else and it was one of the best books that I’ve read for marketing and business in general. Being able to learn and understand how people think and how things catch on was very valuable.

One of the best books for marketers

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This book was excellent. It creates a scientific concept of making a product or person become viral. It is practical and takes a realistic approach that can be applied.

Understand the true reasons things go Viral

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This book gave so many achievable ideas and steps in marketing a business. My notes from the book are overflowing. I bought the hardcover, too!

Excited to Make Changes

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Loved It. This book sheds indisputable light on why things catch on socially & how you can use the same affect to influence the masses for whatever your purpose may be. This is a must read for any & every business person & idealist.

Incredibly Useful & Informative

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Great steps on how to make products/services or ideas go viral
Would like to see a few other industries covered

Easy to follow.

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for a book to hold my attention on audible is rare. a book meant to be chewed and digested

truly contagious.

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