Book Description

"Contagious: How to Build Word of Mouth in the Digital Age" is a book written by Jonah Berger, a marketing professor at the Wharton School of the University of Pennsylvania. In this book, Berger explores the concept of why certain ideas, products, and messages spread like wildfire, while others struggle to gain attention. Berger presents a framework consisting of six key principles that contribute to the contagiousness of ideas. He examines real-world examples and case studies to illustrate how these principles can be applied in marketing and communication strategies to make ideas more contagious.

The six principles discussed in the book are social currency, triggers, emotion, public, practical value, and stories. Berger explores each principle in detail, explaining how they work and providing actionable insights on how to incorporate them into marketing campaigns. Throughout the book, Berger challenges common assumptions about what makes something popular or viral. He argues that it's not just about luck or randomness but rather about understanding the psychology behind why people share certain things with others. "Contagious" delves into the power of social influence and the role of word-of-mouth in driving the spread of ideas. It explores the concept of social currency and how people's desire to appear knowledgeable or connected can drive them to share certain content.