“Contagious: Why Things Catch On” by Jonah Berger explores the factors that drive social sharing and word-of-mouth. The book presents a framework for understanding why certain products, ideas, or behaviors become popular and contagious, while others do not. Berger introduces concepts such as social currency, triggers, inner remarkability, social proof, and observability, and explains how these factors influence people’s decisions to talk about and share things with others.
The premise of the book is that contagiousness is not random, but rather a result of specific principles and strategies that can be applied to make products and ideas more likely to catch on. Berger emphasizes the importance of creating social currency by making things shareable and valuable in social interactions. He also highlights the role of triggers, which prompt people to think about and talk about a particular product or idea.
The book explores the concept of inner remarkability, encouraging readers to find the unique and interesting aspects of their offerings that make them worth talking about. Berger also delves into the power of social proof, where people are influenced by the actions and behaviors of others, and the impact of observability, making products or ideas more visible and noticeable.
Throughout the book, Berger provides real-world examples and case studies to illustrate his concepts and offers practical advice on how to apply these principles in various contexts. The book ultimately aims to help individuals and businesses understand the psychology behind contagiousness and leverage it to make their products and ideas more likely to catch on and spread through social sharing and word-of-mouth.
About the Author:
Jonah Berger is a renowned marketing professor and author. He is currently the James G. Campbell Assistant Professor of Marketing at The Wharton School at the University of Pennsylvania. Berger has a strong academic background, having published numerous articles in top-tier academic journals on topics related to consumer behavior, social influence, and word-of-mouth.
In addition to his academic work, Berger is known for his ability to bridge the gap between academic research and practical application. His insights and expertise have been featured in major publications such as The New York Times, The Wall Street Journal, and Harvard Business Review. He is also a sought-after speaker and consultant, helping companies and organizations apply his research findings to their marketing strategies.
Aside from “Contagious: Why Things Catch On,” which was published in 2013, Berger has authored other notable works. One of his other well-known books is “Invisible Influence: The Hidden Forces that Shape Behavior,” published in 2016. In this book, Berger explores the power of social influence and how it impacts our everyday decisions and behaviors.
Berger’s work has received recognition and awards for both his scholarship and teaching. He has been named Wharton’s “Iron Prof” and his research has been featured in The New York Times Magazine’s annual “Year in Ideas” issue.
Overall, Jonah Berger is a respected authority in the field of marketing and consumer behavior, known for his ability to translate complex research into practical insights. His expertise and contributions have made him a highly regarded figure in the industry.
Publication Details:
“Contagious: Why Things Catch On” by Jonah Berger was first published in 2013. The book was published by Simon & Schuster, a prominent publishing company. It is available in multiple formats, including hardcover, paperback, ebook, and audiobook.
The book does not have a specific edition mentioned in the available information. However, it has gained popularity and remained relevant since its initial publication, with its insights and principles continuing to be widely discussed and applied in the field of marketing and consumer behavior.
The publication details are as follows:
– Title: Contagious: Why Things Catch On
– Author: Jonah Berger
– Year of Publication: 2013
– Publisher: Simon & Schuster
– Available Formats: Hardcover, Paperback, Ebook, Audiobook
Book’s Genre Overview:
“Contagious: Why Things Catch On” by Jonah Berger falls under the genre/category of business and marketing nonfiction. The book explores the principles and strategies behind why certain products, ideas, or behaviors become popular and contagious, with a focus on understanding the psychology of social sharing and word-of-mouth. It offers practical insights and advice for individuals and businesses looking to create contagious products and ideas.
Purpose and Thesis: What is the main argument or purpose of the book?
The main purpose of “Contagious: Why Things Catch On” by Jonah Berger is to explore and explain the factors that drive social sharing and word-of-mouth. The book aims to provide readers with a framework and practical strategies for creating contagious products and ideas. Berger argues that contagiousness is not random, but rather a result of specific principles and strategies that can be applied to make things more likely to catch on and spread.
The thesis of the book is that by understanding and leveraging concepts such as social currency, triggers, inner remarkability, social proof, and observability, individuals and businesses can increase the likelihood of their products and ideas becoming contagious. Berger emphasizes the importance of creating value, uniqueness, and visibility in social interactions, as well as tapping into social influence and leveraging psychological triggers.
Overall, the book’s main argument is that contagiousness is not solely a matter of luck or chance, but rather a result of understanding and applying the principles and strategies that drive social sharing and word-of-mouth. By following the principles outlined in the book, readers can increase their chances of creating products and ideas that catch on and become contagious.
Who should read?
“Contagious: Why Things Catch On” by Jonah Berger is intended for a wide range of readers, including professionals, marketers, entrepreneurs, academics, and general readers interested in understanding the dynamics of social sharing and word-of-mouth. The book is written in a accessible and engaging style, making it suitable for both those with a background in marketing and consumer behavior, as well as those who are new to the subject.
Professionals in the fields of marketing, advertising, and business can benefit from the practical strategies and insights provided in the book. It offers valuable guidance on how to create contagious products and ideas, generate word-of-mouth, and build strong brand awareness and loyalty.
Academics and researchers in the fields of marketing, consumer behavior, and psychology can find the book informative and relevant, as it draws on research and studies to support its arguments and concepts.
General readers who are interested in understanding the psychology behind why certain things become popular and contagious will also find the book engaging and enlightening. It provides real-world examples and case studies that make the concepts relatable and applicable to everyday life.
Overall, “Contagious” caters to a broad audience, offering insights and strategies that can be applied by professionals, academics, and general readers alike.
Overall Summary:
“Contagious: Why Things Catch On” by Jonah Berger explores the science behind why certain ideas, products, and messages become popular and spread like wildfire, while others fade into obscurity. The author presents six key principles that drive contagiousness: social currency, triggers, emotion, public visibility, practical value, and storytelling.
Berger argues that people are more likely to share and talk about things that make them look good or enhance their social status, which he refers to as social currency. He also emphasizes the importance of triggers, which are cues that remind people of a particular product or idea and prompt them to talk about it. Emotion plays a significant role in contagiousness, as content that evokes strong emotions is more likely to be shared.
Public visibility refers to the idea that people are more likely to imitate behaviors that they see others engaging in. Practical value is another key principle, as people are more likely to share information that they find useful or helpful. Lastly, storytelling is a powerful tool for creating contagious content, as stories are more memorable and engaging than simple facts or messages.
Throughout the book, Berger provides numerous examples and case studies to illustrate his principles, such as the viral success of Blendtec’s “Will It Blend?” campaign and the story of Subway spokesperson Jared Fogle. He also delves into the psychology behind why certain rumors and stories persist while others fade away.
Overall, “Contagious” offers valuable insights into the factors that contribute to the spread of ideas and products, providing readers with practical strategies for creating contagious content.
Key Concepts and Terminology:
1. Social Currency: Social currency refers to the value that people place on the information they share with others. It is the idea that people are more likely to talk about and share things that make them look good or enhance their social status.
2. Triggers: Triggers are cues or stimuli that prompt people to think about and talk about a particular product or idea. Triggers can be external, such as a visual or auditory cue, or internal, such as a thought or memory.
3. Inner Remarkability: Inner remarkability refers to the unique and interesting aspects of a product or idea that make it worth talking about. It is about finding the “wow” factor that sets something apart from the competition and makes it stand out.
4. Game Mechanics: Game mechanics are elements of a game, such as challenges, rewards, and competition, that can be applied to non-game contexts to engage and motivate people. By incorporating game mechanics into a product or idea, it can become more engaging and shareable.
5. Scarcity and Exclusivity: Scarcity and exclusivity create a sense of urgency and desirability around a product or idea. By making something limited or exclusive, people are more likely to want it and talk about it.
6. Social Proof: Social proof is the idea that people are influenced by the actions and behaviors of others. When people see others engaging with a product or idea, they are more likely to perceive it as valuable and desirable.
7. Herd Mentality: Herd mentality refers to the tendency of individuals to conform to the actions and behaviors of a larger group. People are more likely to follow the crowd and make decisions based on what others are doing.
8. Observability: Observability refers to the visibility of a product or idea. When something is easily observable and noticeable, it is more likely to be talked about and shared.
9. Social Influence: Social influence is the impact that others have on an individual’s thoughts, feelings, and behaviors. It can shape people’s opinions and actions, leading them to conform to social norms and trends.
10. Virality: Virality refers to the rapid spread and popularity of a product or idea through social sharing and word-of-mouth. When something goes viral, it quickly gains widespread attention and engagement.
Case Studies or Examples:
1. Please Don’t Tell: The book mentions a speakeasy bar called Please Don’t Tell, which uses the concept of secrecy to create social currency. The bar is known for its exclusivity and hidden location, and customers are given a small business card with the words “Please Don’t Tell” and a phone number. This creates a sense of intrigue and exclusivity, encouraging customers to share their experience with others.
2. Walt Disney World: The book discusses how Walt Disney World effectively triggers excitement and word-of-mouth by creating memorable experiences for children. The theme park offers thrilling rides, magical encounters with beloved characters, and immersive environments. These triggers lead to children eagerly sharing their experiences with others, generating buzz and attracting more visitors.
3. Halal Chicken and Gyro vs. Halal Guys: The book presents the example of two food carts, Halal Chicken and Gyro and Halal Guys, located across the street from each other in New York City. Despite offering similar food, Halal Chicken and Gyro has long lines of customers, while Halal Guys does not. This is due to social proof – people assume that the longer the line, the better the food must be. The herd mentality leads people to choose the cart with the longer line, creating a social influence that affects their decision-making.
4. University of Arizona Mental Health Program: The book mentions Koreen Johannessen, a clinical social worker at the University of Arizona. Johannessen realized that instead of focusing on treating ongoing mental health issues, it would be more effective to prevent them before they start. By addressing the root causes and providing support and resources to students, the university’s mental health program aims to create a positive social influence and prevent future problems.
5. Organ Transplant Refusals: The book discusses a study by MIT professor Juanjuan Zhang on organ transplant refusals. Zhang found that social proof plays a role in people’s decisions to turn down available kidneys. If a kidney has been turned down by many others on the transplant list, people assume it must be of low quality and are more likely to refuse it. This demonstrates how social influence and the behavior of others can impact decision-making in important situations.
Critical Analysis: Insight into the strengths and weaknesses of the book’s arguments or viewpoints
Strengths:
1. Comprehensive coverage: The book covers a wide range of concepts and strategies related to why things catch on and become contagious. It provides a thorough understanding of the factors that influence social sharing and word-of-mouth.
2. Real-world examples: The book uses numerous case studies and examples to illustrate its concepts, making it easier for readers to grasp the ideas and see their practical applications.
3. Research-based approach: The author, Jonah Berger, is a marketing professor and his arguments are backed by research and studies. This adds credibility to the book’s claims and makes it more reliable.
4. Practical advice: The book not only explains the concepts but also provides actionable strategies and techniques for creating contagious products and ideas. It offers practical advice that can be applied in various contexts.
Weaknesses:
1. Lack of depth: While the book covers a wide range of concepts, it may not delve deeply into each one. Some readers may find that they want more in-depth analysis and exploration of certain topics.
2. Limited focus on ethical considerations: The book primarily focuses on how to make things catch on and become popular, but it does not extensively address the ethical implications of these strategies. It may be beneficial to explore the ethical considerations of creating contagious products and ideas.
3. Overemphasis on social influence: The book heavily emphasizes the role of social influence and herd mentality in driving behavior. While these factors are undoubtedly important, other psychological and cultural factors that influence sharing and adoption could have been explored in more detail.
4. Lack of updated examples: The book was published in 2013, and some of the examples used may feel outdated to readers. It would have been beneficial to include more recent case studies and examples to reflect the current landscape of social sharing and word-of-mouth marketing.
Overall, “Contagious: Why Things Catch On” provides valuable insights into the factors that drive social sharing and word-of-mouth. While it has its limitations, it offers practical strategies and a solid foundation for understanding the dynamics of contagious ideas and products.
FAQ Section:
1. How can I make my product or idea more contagious?
To make your product or idea more contagious, focus on creating social currency, finding its inner remarkability, leveraging game mechanics, using scarcity and exclusivity, and triggering social influence through observability and triggers.
2. How important is social proof in driving consumer behavior?
Social proof plays a significant role in influencing consumer behavior. When people see others engaging with a product or idea, they are more likely to perceive it as valuable and desirable, leading to increased adoption and word-of-mouth.
3. Can scarcity and exclusivity be effective in the long term?
Scarcity and exclusivity can be effective in building initial demand and creating a sense of desirability. However, it is important to strike a balance and avoid coming off as snooty or standoffish. Relaxing restrictions over time can help maintain interest and sustain long-term demand.
4. How can I leverage triggers to make my product or idea more memorable?
Triggers are cues or stimuli that prompt people to think about and talk about a particular product or idea. To leverage triggers, associate your product or idea with relevant cues or create associations that make it more likely to come to mind in relevant situations.
5. Is social influence more effective in driving behavior than individual preferences?
Social influence can have a significant impact on behavior, as people tend to conform to the actions and behaviors of others. However, individual preferences and personal motivations also play a role, and it is important to consider both factors when trying to make something catch on.
6. How can I create social currency around my product or idea?
To create social currency, focus on making your product or idea a way for people to make a good impression or enhance their social status. Highlight unique features, benefits, or experiences that people can share with others to boost their social currency.
7. Are funny ads effective in driving consumer behavior?
Funny ads can be entertaining and shareable, but their effectiveness in driving consumer behavior depends on whether they effectively communicate the brand or product message. It is important to strike a balance between humor and conveying the intended message to ensure the ad is effective.
8. How can I make my product or idea more observable?
To make your product or idea more observable, ensure that it is easily visible and noticeable. Use visual cues, packaging, or design elements that make it stand out and catch people’s attention. Additionally, encourage users to share their experiences and showcase your product or idea to others.
9. Can I apply game mechanics to non-game contexts?
Yes, game mechanics can be applied to non-game contexts to engage and motivate people. Incorporating elements such as challenges, rewards, competition, and progress tracking can make your product or idea more engaging and shareable.
10. How can I overcome the resistance to change and encourage adoption of my idea?
To overcome resistance to change, focus on the practical value of your idea and highlight how it can solve a problem or improve people’s lives. Additionally, leverage social proof by showcasing others who have already adopted your idea and benefited from it.
11. How can I create a sense of exclusivity without alienating potential customers?
Creating a sense of exclusivity can be done by offering limited access or special privileges to a select group of customers. However, it is important to strike a balance and ensure that potential customers do not feel excluded or alienated. Consider offering alternative options or gradually relaxing restrictions to maintain interest.
12. How can I make my product or idea more shareable on social media?
To make your product or idea more shareable on social media, focus on creating content that is visually appealing, emotionally engaging, or provides practical value. Encourage users to share their experiences, provide incentives for sharing, and make it easy for them to spread the word through social sharing buttons or hashtags.
13. How can I leverage social media influencers to make my product or idea catch on?
To leverage social media influencers, identify individuals who have a significant following and align with your target audience. Collaborate with them to promote your product or idea, either through sponsored content or partnerships, to tap into their influence and reach a wider audience.
14. How can I create a sense of urgency around my product or idea?
Creating a sense of urgency can be done by using limited-time offers, flash sales, or exclusive deals. Highlighting scarcity or time-limited availability can motivate people to take action and adopt your product or idea before it’s too late.
15. How can I encourage word-of-mouth marketing for my product or idea?
To encourage word-of-mouth marketing, focus on creating a remarkable and shareable experience. Provide exceptional customer service, offer incentives for referrals, and encourage customers to share their positive experiences with others through reviews, testimonials, or social media.
16. How can I make my product or idea stand out in a crowded market?
To make your product or idea stand out in a crowded market, focus on finding its unique and remarkable aspects. Highlight what sets it apart from competitors and communicate its value proposition clearly to potential customers.
17. How can I use storytelling to make my product or idea more contagious?
Storytelling can make your product or idea more relatable and memorable. Craft a compelling narrative that connects with your target audience’s emotions and values, and use storytelling techniques to communicate the benefits and impact of your product or idea.
18. How can I leverage user-generated content to make my product or idea catch on?
Encourage users to create and share content related to your product or idea. Run contests, encourage reviews and testimonials, and provide platforms for users to showcase their experiences. User-generated content adds authenticity and social proof, making your product or idea more likely to catch on.
19. How can I measure the success of my contagious marketing efforts?
Measure the success of your contagious marketing efforts by tracking key metrics such as social media engagement, website traffic, referral rates, and sales conversions. Analyze the impact of your strategies and make adjustments based on the data to optimize your results.
20. How long does it typically take for something to catch on and become contagious?
The time it takes for something to catch on and become contagious can vary depending on various factors such as the nature of the product or idea, the target audience, and the effectiveness of the marketing strategies. It can range from a few days to several months, or even longer in some cases.
Thought-Provoking Questions: Navigate Your Reading Journey with Precision
1. What are some examples of products or ideas that you have seen catch on and become contagious? What do you think were the key factors that contributed to their success?
2. How do you think social currency plays a role in shaping people’s behavior and decision-making? Can you think of any personal experiences where social currency influenced your choices?
3. The book discusses the concept of triggers and how they prompt people to think about and talk about certain products or ideas. Can you think of any triggers that have influenced your own behavior or sparked conversations?
4. In the book, the author emphasizes the importance of finding the inner remarkability of a product or idea. How do you define inner remarkability, and why do you think it is crucial for something to catch on?
5. The book mentions the power of social proof and how it can influence people’s decisions. Can you think of any examples where you have been influenced by social proof? How do you think social proof impacts our choices?
6. How do you think scarcity and exclusivity can create a sense of desirability and make people more likely to talk about a product or idea? Can you think of any examples where scarcity or exclusivity has influenced your own behavior?
7. The book discusses the concept of observability and how it can make a product or idea more likely to be talked about and shared. Can you think of any examples where observability has played a role in your own sharing behavior?
8. How do you think social influence and the herd mentality impact our decision-making? Can you think of any examples where you have seen social influence shape people’s choices?
9. The book mentions the importance of practical value in making something catch on. Can you think of any examples where the practical value of a product or idea influenced its success or popularity?
10. How do you think emotions play a role in making something contagious? Can you think of any examples where the emotional appeal of a product or idea contributed to its success?
11. The book discusses the concept of game mechanics and how they can be applied to non-game contexts. Can you think of any examples where game mechanics have been used effectively to engage and motivate people?
12. How do you think word-of-mouth marketing and social sharing have changed with the rise of social media? Do you think social media has made it easier or more challenging for things to catch on and become contagious?
13. The book mentions the importance of storytelling in making something contagious. Can you think of any examples where storytelling has been used effectively to promote a product or idea?
14. How do you think the concept of virality has changed over time? Are there any specific factors or trends that you think have contributed to the spread of viral content?
15. The book discusses the role of social media influencers in making something catch on. What are your thoughts on influencer marketing? Do you think it is an effective strategy, or do you have any concerns about its impact?
16. How do you think the principles and strategies discussed in the book can be applied to different industries or contexts? Can you think of any examples where these principles have been successfully applied outside of the examples mentioned in the book?
17. What are some potential ethical considerations that arise when trying to make something contagious? How can we ensure that our efforts to create buzz and popularity are responsible and ethical?
18. How do you think the COVID-19 pandemic has impacted the factors that make something catch on and become contagious? Have you noticed any changes in consumer behavior or the way ideas spread during this time?
19. How can businesses and marketers measure the success of their contagious marketing efforts? What metrics or indicators do you think are most important to track?
20. Based on the concepts and strategies discussed in the book, what are some practical steps that individuals or businesses can take to make their products or ideas more contagious?
Check your knowledge about the book
1. What is social currency?
a) The value of money in social interactions
b) The value that people place on the information they share with others
c) The popularity of a product or idea on social media
d) The influence of social media influencers
Answer: b) The value that people place on the information they share with others
2. What are triggers?
a) Cues or stimuli that prompt people to think about and talk about a particular product or idea
b) Social media influencers who promote products or ideas
c) The emotional appeal of a product or idea
d) The scarcity and exclusivity of a product or idea
Answer: a) Cues or stimuli that prompt people to think about and talk about a particular product or idea
3. What is inner remarkability?
a) The unique and interesting aspects of a product or idea that make it worth talking about
b) The emotional impact of a product or idea
c) The practical value of a product or idea
d) The popularity of a product or idea on social media
Answer: a) The unique and interesting aspects of a product or idea that make it worth talking about
4. How can scarcity and exclusivity be used to make something more contagious?
a) By making a product or idea easily observable
b) By creating a sense of urgency and desirability
c) By leveraging social proof and social influence
d) By incorporating game mechanics into the product or idea
Answer: b) By creating a sense of urgency and desirability
5. What is social proof?
a) The value that people place on the information they share with others
b) Cues or stimuli that prompt people to think about and talk about a particular product or idea
c) The influence of social media influencers
d) The impact of others’ actions and behaviors on an individual’s thoughts and behaviors
Answer: d) The impact of others’ actions and behaviors on an individual’s thoughts and behaviors
6. How can observability make a product or idea more contagious?
a) By creating a sense of urgency and desirability
b) By leveraging social proof and social influence
c) By making the product or idea easily visible and noticeable
d) By incorporating game mechanics into the product or idea
Answer: c) By making the product or idea easily visible and noticeable
7. What is the role of game mechanics in making something contagious?
a) To create a sense of urgency and desirability
b) To leverage social proof and social influence
c) To make the product or idea easily observable
d) To engage and motivate people through challenges, rewards, and competition
Answer: d) To engage and motivate people through challenges, rewards, and competition
8. How can storytelling contribute to making something contagious?
a) By creating a sense of urgency and desirability
b) By leveraging social proof and social influence
c) By making the product or idea easily observable
d) By making it more relatable and memorable
Answer: d) By making it more relatable and memorable
9. What is the concept of virality?
a) The value that people place on the information they share with others
b) Cues or stimuli that prompt people to think about and talk about a particular product or idea
c) The rapid spread and popularity of a product or idea through social sharing and word-of-mouth
d) The impact of others’ actions and behaviors on an individual’s thoughts and behaviors
Answer: c) The rapid spread and popularity of a product or idea through social sharing and word-of-mouth
10. How can social media influencers contribute to making something contagious?
a) By creating a sense of urgency and desirability
b) By leveraging social proof and social influence
c) By making the product or idea easily observable
d) By engaging and reaching a wider audience through their influence
Answer: d) By engaging and reaching a wider audience through their influence
Comparison With Other Works:
“Contagious: Why Things Catch On” by Jonah Berger stands out in the field of marketing and consumer behavior due to its unique approach to understanding the factors that drive social sharing and word-of-mouth. While there are other books that explore similar concepts, Berger’s book offers a comprehensive framework and practical strategies for creating contagious products and ideas.
In comparison to other works in the field, “Contagious” provides a balanced blend of academic research and real-world examples. Berger, being a marketing professor, brings a strong foundation of research and studies to support his arguments. This sets the book apart from purely anecdotal or opinion-based works.
Additionally, Berger’s writing style is engaging and accessible, making complex concepts easy to understand for a wide range of readers. The book is filled with interesting case studies and examples that illustrate the concepts effectively, making it relatable and applicable to various industries and contexts.
In terms of other works by the same author, Berger has also written “Invisible Influence: The Hidden Forces that Shape Behavior,” which explores the power of social influence in shaping our decisions and behaviors. While “Contagious” focuses more specifically on the factors that make things catch on, “Invisible Influence” delves deeper into the broader concept of social influence and its impact on our everyday lives.
Overall, “Contagious” stands out for its comprehensive coverage, research-based approach, practical advice, and engaging writing style. It offers a unique perspective on the factors that drive social sharing and word-of-mouth, making it a valuable resource for marketers, entrepreneurs, and anyone interested in understanding the dynamics of contagious ideas and products.
Quotes from the Book:
1. “Offer people the chance to win a gold Lamborghini and they’ll do almost anything. But as with many monetary incentives, handing out gold Lamborghinis is costly.” (Chapter 1)
2. “People are happy to talk about companies and products they like, and millions of people do it for free every day, without prompting. But as soon as you offer to pay people to refer other customers, any interest they had in doing it for free will disappear.” (Chapter 1)
3. “The drive to talk about ourselves brings us back full circle to Please Don’t Tell. The proprietors are smart. They understand that secrets boost social currency, but they don’t stop there.” (Chapter 1)
4. “Triggers are reminders. They tell people what to think about and what to do.” (Chapter 2)
5. “The more public something is, the more likely people are to imitate it.” (Chapter 2)
6. “Scarcity and exclusivity can make people feel like insiders, and insiders share.” (Chapter 2)
7. “Social influence has a big effect on behavior, but to understand how to use it to help products and ideas catch on, we need to understand when its effects are strongest.” (Chapter 3)
8. “Observability is a double-edged sword. It can help a product catch on, but it can also make it easier for competitors to copy.” (Chapter 3)
9. “Practical value is about solving someone’s problem or improving their life.” (Chapter 4)
10. “Emotion is a physiological response to the world around us.” (Chapter 4)
11. “Stories are like Trojan horses, vessels that carry ideas.” (Chapter 4)
12. “Virality isn’t born, it’s made.” (Chapter 5)
13. “The key to making things catch on is understanding what makes people tick.” (Chapter 5)
14. “Contagious products and ideas don’t just happen. They are crafted.” (Chapter 6)
15. “The more we understand why people talk and share, the better chance we have of creating contagious content.” (Chapter 6)
Do’s and Don’ts:
Do’s:
1. Do create social currency by making your product or idea a way for people to make a good impression or enhance their social status.
2. Do find the inner remarkability of your product or idea and highlight its unique and interesting aspects.
3. Do leverage game mechanics to engage and motivate people, incorporating challenges, rewards, and competition.
4. Do use scarcity and exclusivity to create a sense of desirability and urgency around your product or idea.
5. Do trigger social influence by making your product or idea easily observable and associating it with relevant cues or stimuli.
6. Do focus on practical value by solving a problem or improving people’s lives with your product or idea.
7. Do evoke emotions through storytelling to make your product or idea more relatable and memorable.
8. Do strive to make your product or idea go viral by crafting contagious content and understanding what makes people share.
Don’ts:
1. Don’t rely solely on monetary incentives to drive word-of-mouth. Paying people to refer others can diminish their intrinsic motivation.
2. Don’t overlook the power of secrets and exclusivity. Use them strategically to boost social currency and create a sense of insider status.
3. Don’t underestimate the importance of triggers. Ensure that your product or idea is associated with cues that prompt people to think about and talk about it.
4. Don’t neglect the role of social proof. Highlight the actions and behaviors of others to influence people’s perceptions and decisions.
5. Don’t overlook the impact of observability. Make your product or idea easily visible and noticeable to increase its chances of being talked about and shared.
6. Don’t forget the practical value of your product or idea. Focus on solving problems and providing tangible benefits to your target audience.
7. Don’t underestimate the power of emotions. Craft compelling narratives and evoke emotions that resonate with your audience.
8. Don’t leave virality to chance. Be intentional in creating contagious content and understanding the factors that drive sharing and word-of-mouth.
In-the-Field Applications: Examples of how the book’s content is being applied in practical, real-world settings
1. Airbnb: Airbnb, the popular online marketplace for lodging and vacation rentals, applies the principles from “Contagious” in their business model. By leveraging social currency, they allow users to showcase their unique and remarkable properties, creating a desire for others to experience and share similar experiences. They also use triggers by sending personalized emails to users, reminding them to book accommodations for upcoming trips. Additionally, they tap into social proof by displaying reviews and ratings from previous guests, influencing potential customers’ decisions.
2. Dollar Shave Club: Dollar Shave Club, a subscription-based razor company, successfully applies the concept of inner remarkability. They differentiated themselves from traditional razor brands by creating humorous and memorable marketing videos that went viral. By leveraging storytelling and humor, they made their product stand out and generated significant word-of-mouth buzz.
3. GoPro: GoPro, the action camera company, effectively uses observability to make their product more contagious. They encourage users to capture and share their thrilling adventures using GoPro cameras, creating a community of content creators. By showcasing user-generated content on their website and social media platforms, they tap into social influence and inspire others to share their own experiences.
4. Starbucks: Starbucks applies the principles of social currency and exclusivity in their marketing strategies. They create limited-time seasonal drinks and promotions, such as the Pumpkin Spice Latte, which generates excitement and a sense of exclusivity among customers. By making these offerings available for a limited period, they create a sense of urgency and encourage customers to share their experiences on social media.
5. Apple: Apple is known for its product launches that generate immense buzz and anticipation. They effectively use triggers by sending out invitations and teasers to media and influencers, creating anticipation and speculation. Apple’s products also have inner remarkability, with unique features and sleek designs that make them highly desirable and shareable.
These examples demonstrate how companies apply the principles from “Contagious” to create contagious products and ideas, generate word-of-mouth, and build strong brand awareness and loyalty.
Conclusion
In conclusion, “Contagious: Why Things Catch On” by Jonah Berger offers valuable insights into the factors that drive social sharing and word-of-mouth. The book provides a comprehensive framework and practical strategies for creating contagious products and ideas. By exploring concepts such as social currency, triggers, inner remarkability, social proof, and observability, Berger helps readers understand the psychology behind why certain things become popular and how to apply these principles in real-world settings.
The book’s strength lies in its combination of academic research, real-world examples, and actionable advice. Berger’s writing style is engaging and accessible, making complex concepts easy to understand and apply. The inclusion of case studies and examples further enhances the book’s practicality, allowing readers to see the principles in action.
While the book offers valuable insights, it is important to consider its limitations. Some readers may desire more in-depth analysis or exploration of certain topics, and the examples used in the book may feel outdated to some due to its publication date. Additionally, the book could have delved deeper into the ethical considerations of creating contagious products and ideas.
Overall, “Contagious” is a valuable resource for marketers, entrepreneurs, and anyone interested in understanding the dynamics of contagious ideas and products. It provides a solid foundation for understanding the factors that drive social sharing and word-of-mouth, and offers practical strategies for creating and promoting contagious content. By applying the principles from the book, individuals and businesses can increase their chances of making their products and ideas catch on and become truly contagious.
What to read next?
If you enjoyed “Contagious: Why Things Catch On” by Jonah Berger and are looking for similar books to read next, here are a few recommendations:
1. “Made to Stick: Why Some Ideas Survive and Others Die” by Chip Heath and Dan Heath: This book explores the principles behind ideas that stick in people’s minds and become memorable. It delves into the psychology of effective communication and provides practical strategies for crafting messages that are engaging, memorable, and impactful.
2. “Influence: The Psychology of Persuasion” by Robert Cialdini: This classic book examines the principles of influence and persuasion. It explores the psychological triggers that drive human behavior and provides insights into how to ethically apply these principles in various contexts.
3. “Contagious Culture: Show Up, Set the Tone, and Intentionally Create an Organization that Thrives” by Anese Cavanaugh: This book focuses on creating a contagious culture within organizations. It offers strategies for fostering positive energy, engagement, and collaboration, ultimately creating an environment where people are motivated to share and spread positive behaviors and ideas.
4. “The Tipping Point: How Little Things Can Make a Big Difference” by Malcolm Gladwell: In this book, Gladwell explores the concept of the tipping point, where small changes can lead to significant shifts in behavior and trends. He examines the factors that contribute to social epidemics and provides insights into how ideas, products, and behaviors can reach a critical mass and become contagious.
5. “Word of Mouth Marketing: How Smart Companies Get People Talking” by Andy Sernovitz: This book focuses specifically on word-of-mouth marketing strategies. It provides practical tips and techniques for generating positive buzz, leveraging customer recommendations, and creating a culture of advocacy around your brand or product.
These books offer further exploration into the psychology of influence, contagious ideas, and effective communication strategies. They provide additional insights and practical advice for individuals and businesses looking to understand and harness the power of contagiousness in their own endeavors.