Contagious: Why Things Catch on

Product Information

Yet, according to research by the Keller Fay Group, only 7 percent of word of mouth happens online. 1. Social Currency You can have a pretty good overview of the book in this 4 minute video I made with a summary on it. Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions.” Jonah Berger Contagious Book Review In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have 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.

When it comes to stories, this refers to the fact that people tend to enjoy telling and hearing stories. Therefore, ideas, products and behaviors that are wrapped in narratives (and especially compelling narratives) are more likely to be shared than those that are just presented as information. Google’s ‘Parisian Love’ commercial, The Dove ‘Evolution’ commercial, and Panda’s ‘Never say no to Panda’ campaign are all good examples of products being wrapped in compelling narratives.In the last section of the book it went into a couple of examples on where great ads produced great memories. However, what is often is mixed as if the great ad actually highlighted the product.

The writing here is well done. Berger brings psychology and social psychology to bear here in his examination of what causes trends, products, and styles to hit their so-called "tipping points." If discussing something makes you look interesting or cool or special, then that something provides you with "Social currency'. If whooping cough is diagnosed within 3 weeks of the infection, you'll be given antibiotics to help stop it spreading to others. Antibiotics may not reduce symptoms.

6. Stories

Unsurprisingly, it’s a matter of being contagious. So, what makes a video contagious? Jonah Berger has broken down some factors that make up the core of what makes a video go viral, which I’ll review below in the Contagious book summary. Contagious Book Summary Key Points We’ve collaborated with the world’s leading academics, dug deep into our unique data set and carried out our own research into why some videos get shared in their millions while others are a flop.

The reality is that people trust their family, friends, and others around them, not companies. So, when someone says that a product is great or a service is doing something different, it resonates with people and interests them. If you want to get the word out about your product, service,e or brand, you must get the word out to those who care about you. Use triggers in a way that Male people think about your Brand Judgments and decisions are not always rational or optimal. Instead, they are based on psychological principles of how people perceive and process information.Remarkable things are defined as unusual, extraordinary, or worthy of notice or attention. Something can be remarkable because it is novel, surprising, extreme, or just plain interesting. The most important aspect of remarkable things, though, is that they are worthy of remark. … Remarkable things provide social currency because they make the people who talk about them seem, well, more remarkable … Sharing extraordinary, novel, or entertaining stories or ads makes people seem more extraordinary, novel, and entertaining.

the SSTEPS model:Social Currency; triggers; emotions; public; practical values; stories. Is very practical, and has small utility for those NOT in PR firms, biz people etc. That said it's always interesting why one product is well received over another, and what standards (cost, especially) are determined by way of a very simple and predictable (now that I read the book) process. The use of well known products are utilized to further help the reader understand the books content. On the positive side, excite people or inspire them by showing them how they can make a difference. On the negative side, make people mad, not sad. 4. PublicHumans think in terms of narratives, which is why we frequently recall and share stories. If you find a great bargain, you will probably describe your entire experience when you recommend the deal to your friends. Just as people use money to buy products or services, they use social currency to achieve desired positive impressions among their families, friends, and colleagues. Because of reading Contagious I now have greater ability to see through certain marketing strategies and content delivery. I also understand the psychology behind why so many news stories and social media posts are designed to make people ‘angry’ these days – I won’t be falling for it anymore!