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- Author: Jonah Berger
- Release date: 2013
- Theme: Marketing, Psychology
Introduction
In “Contagious: Why Things Catch On,” Jonah Berger looks at why certain ideas, products, or behaviors go viral. It explores the psychological and social factors that drive people to share information, stories, and experiences with others. Using concrete examples and recent research, Berger provides a framework for understanding how to create contagious content and how to make products or services more desirable.
What you are going to learn
- Why do some ideas, products, or behaviors go viral
- The six principles of contagion: STEPPS
- How to apply these principles to create contagious content
- How to make products or services more desirable
- How to influence others using social psychology
Main ideas from the book
1. The six principles of contagion
Berger identifies six principles that explain why some things tend to spread more than others:
- The concept of “social proof”, where people tend to do what others do.
- The practical or useful value of a product or service.
- The emotion aroused by the content or experience.
- The unusual or innovative nature of something.
- The opportunity to tell an engaging story.
- The presence of an element of surprise.
Berger details each of these principles by presenting concrete examples and explaining why they work.
2. The STEPPS formula
Berger uses the STEPPS formula to explain how ideas can be made contagious:
- Social Currency
- Triggers
- Emotion (emotion)
- Public (public)
- Practical Value
- Stories (story)
Each element of the STEPPS formula is presented in detail, with concrete examples to illustrate how ideas can be made contagious using these principles.
3. How to use these principles to get your message across
Berger offers practical tips for using the principles of contagion in your own work or life. It explains how to create products and services that meet people's needs, how to elicit emotions in people, how to tell engaging stories, how to use triggers to remind people of your message, and how to make your message practical and useful for your audience.
Positive points of the book
- The concrete examples presented in the book make the concepts easily understandable and applicable to daily life.
- The six principles of contagion and the STEPPS formula provide a clear structure for understanding how ideas spread.
- The author's practical advice is useful for anyone looking to get a message across.
Book reviews
Some critics feel that the book lacks depth and that it focuses too much on anecdotes and examples rather than on a thorough analysis of the mechanisms of contagion.
Conclusion
Contagious is an accessible and easy to read book that offers practical tips for understanding how ideas spread. While it may lack depth for some readers, it provides a solid foundation for understanding the principles of contagion and how to apply them in daily life.
