Summary/Annotation -> New York Times bestseller and named Best Marketing Book of 2014 by the American Marketing Association
What makes things popular? Why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?
If you said advertising, think again. People don't listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?
Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He's studied why New York Times articles make the paper's own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, 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.
Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you've wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread--for designing messages, advertisements, and information that people will share. Whether you're a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
01211cam a22003258a 4500
130122s2012 nyu b 001 0 eng
$a 9781451686579 (hbk.) : $c $26.00
$a 201303061204 $b jkim $c 201303041234 $d dmulvihill $y 201301220928 $z jlin $w ANFFeb13.dat $x 97
$a DLC $c DLC $d DLC
$a 658.8/342 $2 23
$a 658.8342 B
$a Berger, Jonah.
$a Contagious : $b why things catch on / $c Jonah Berger.
$a New York : $b Simon & Schuster, $c c2012.
$a Includes bibliographical references and index.
$a Why things catch on -- Social currency -- Triggers -- Emotion -- Public -- Practical value -- Stories.
$a A Feb13
$a New products.
$a Consumer behavior.
$a Popularity $x Economic aspects.
$2 BISAC $a BUSINESS & ECONOMICS / Marketing / General^SOCIAL SCIENCE / Sociology / General
$a VTLSSORT0080 0100 0200 0400 0820 0990 1000 2450 2600 2630 3000 5040 5050 5990 6500 6501 6502 6540 9950 9992