Contagious: Why Things Catch On Kindle Edition
by Jonah Berger
- Sold by: Simon and Schuster Digital Sales Inc
Introduction: Why Things Catch On Why $100 is a good price for a cheesesteak . . . Why do some things become popular? . . . Which is more important, the message or the messenger? . . . Can you make anything contagious? . . . The case of the viral blender . . . Six key STEPPS.
1. Social Currency When a telephone booth is a door . . . Ants can lift fifty times their own weight. . . . Why frequent flier miles are like a video game . . . When it’s good to be hard to get . . . Why everyone wants a mix of tripe, heart, and stomach meat . . . The downside of getting paid . . . We share things that make us look good.
2. Triggers Which gets more word of mouth, Disney or Cheerios? . . . Why a NASA mission boosted candy sales . . . Could where you vote affect how you vote? . . . Consider the context . . . Explaining Rebecca Black . . . Growing the habitat: Kit Kat and coffee . . . Top of mind, tip of tongue.
3. Emotion Why do some things make the Most E-Mailed list? . . . How reading science articles is like standing at the edge of the Grand Canyon . . . Why anger is like humor . . . How breaking guitars can make you famous . . . Getting teary eyed about online search . . . When we care, we share.
4. Public Is the Apple logo better upside down than right side up? . . . Why dying people turn down kidney transplants . . . Using moustaches to make the private public . . . How to advertise without an advertising budget . . . Why anti-drug commercials might increase drug use . . . Built to show, built to grow.
5. Practical Value
How an eighty-six-year-old made a viral video about corn . . . Why hikers talk about vacuum cleaners . . . E-mail forwards are the new barn raising . . . Will people pay to save money? . . . Why $100 is a magic number . . . When lies spread faster than the truth . . . News you can use.
How stories are like Trojan horses . . . Why good customer service is better than any ad . . . When a streaker crashed the Olympics . . . Why some story details are unforgettable . . . Using a panda to make valuable virality . . . Information travels under the guise of idle chatter.
Epilogue Why 80 percent of manicurists in California are Vietnamese . . . Applying the STEPPS. Acknowledgments
Readers Group Guide
Questions for Discussion
Expand Your Book Club
A Conversation with Jonah Berger
About Jonah Berger
Principle 1: Social Currency How does it make people look to talk about a product or idea? Most people would rather look smart than dumb, rich than poor, and cool than geeky. Just like the clothes we wear and the cars we drive, what we talk about influences how others see us. It’s social currency. Knowing about cool things— like a blender that can tear through an iPhone—makes people seem sharp and in the know. So to get people talking we need to craft messages that help them achieve these desired impressions. We need to find our inner remarkability and make people feel like insiders. We need to leverage game mechanics to give people ways to achieve and provide visible symbols of status that they can show to others.
Principle 2: Triggers How do we remind people to talk about our products and ideas? Triggers are stimuli that prompt people to think about related things. Peanut butter reminds us of jelly and the word “dog” reminds us of the word “cat.” If you live in Philadelphia, seeing a cheesesteak might remind you of the hundreddollar one at Barclay Prime. People often talk about whatever comes to mind, so the more often people think about a product or idea, the more it will be talked about. We need to design products and ideas that are frequently triggered by the environment and create new triggers by linking our products and ideas to prevalent cues in that environment. Top of mind leads to tip of tongue.
Principle 3: Emotion When we care, we share. So how can we craft messages and ideas that make people feel something? Naturally contagious content usually evokes some sort of emotion. Blending an iPhone is surprising. A potential tax hike is infuriating. Emotional things often get shared. So rather than harping on function, we need to focus on feelings. But as we’ll discuss, some emotions increase sharing, while others actually decrease it. So we need to pick the right emotions to evoke. We need to kindle the fire. Sometimes even negative emotions may be useful.
Principle 4: Public Can people see when others are using our product or engaging in our desired behavior? The famous phrase “Monkey see, monkey do” captures more than just the human tendency to imitate. It also tells us that it’s hard to copy something you can’t see. Making things more observable makes them easier to imitate, which makes them more likely to become popular. So we need to make our products and ideas more public. We need to design products and initiatives that advertise themselves and create behavioral residue that sticks around even after people have bought the product or espoused the idea.
Principle 5: Practical Value How can we craft content that seems useful? People like to help others, so if we can show them how our products or ideas will save time, improve health, or save money, they’ll spread the word. But given how inundated people are with information, we need to make our message stand out. We need to understand what makes something seem like a particularly good deal. We need to highlight the incredible value of what we offer—monetarily and otherwise. And we need to package our knowledge and expertise so that people can easily pass it on.
Principle 6: Stories What broader narrative can we wrap our idea in? People don’t just share information, they tell stories. But just like the epic tale of the Trojan Horse, stories are vessels that carry things such as morals and lessons. Information travels under the guise of what seems like idle chatter. So we need to build our own Trojan horses, embedding our products and ideas in stories that people want to tell. But we need to do more than just tell a great story. We need to make virality valuable. We need to make our message so integral to the narrative that people can’t tell the story without it.
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