A quick read, but I really enjoyed it. Standing out in today’s market is harder than ever as advertising clutter projects 4,000 – 10,000 ads and brands at American consumers every day. logos on shirts, the message at the end of an email sent on iPhone: “Sent from my iPhone” etc.). His book is for the world of the materialistic and I am not one of them. Contagious: Why Things Catch On September 17, 2019 April 1, 2020 by Scott J. Pearson. In, I received Contagious via BzzAgent. “Making the private public” suggests that if you can bring something to the surface that others previously had been too embarrassed to talk about – you can eliminate stigma around products, services, and ideas that were previously consumed privately and help it catch on with people who had previously felt uncomfortable discussing this out loud (i.e. (This may explain why some of my FB friends feel the need to fill the news feed with dozens of pictures & links on any given day). Contagious Book Summary & Review in PDF The Power Moves - Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and author of the New York Times and Wall Street Journal bestseller Contagious: Why Things Catch On. But this would have been much more enjoyable if the author didn't repeat every single point twenty times. Contagious is sorted into a six “STEPPS” process: Social currency, Triggers, Emotion, Public, Practical value, and Stories. Thus, it is important to think about context of the environment of the people you are trying to target: whether seasonal (candy corn and Halloween); geographic (cheesesteaks and Philadelphia). online dating, supporting certain causes like Mustache November… where participants raise money growing a beard during there month of November… these things start a conversation). Start by marking “Contagious: Why Things Catch On” as Want to Read: Error rating book. Most of the examples provided are quite good, however, the book itself could have been more concise and organised. Why not? Now I didn't read this thinking I would walk away with earth shattering information, so I can understand why some may have been disappointed with this book. What makes things popular? Great overview of viral marketing, good stories, credible research, engaging style. I picked this book up in my local library, only intending to flick through a few pages. The book is a valuable blueprint for creating ideas, marketing campaigns, and strong messages that catch … If the product sells for less than $100, sale price should be set in terms of the percentage reduction (discounts as a percentage seems more impressive on low priced items), If it’s greater than $100, discount the price in dollar reduction (discounts as a dollar seem more impressive on high cost items). The examples he used were very current and straight forward. If you find a great bargain, you will probably describe your entire experience when you recommend the deal to your friends. By designing products and ideas that are linked to our surroundings, it helps to set off frequent “lightbulbs” or “triggers” in people’s mind. BOOK REVIEW: “Contagious: Why Things Catch On” by Jonah Berger, “Crowdsourcing, Innovation, and the Tyranny of Ideas” – An Interview with jovoto’s Bastian Unterberg, Tim Aßmann, and Liz von Loewen, “What’s Next for Marketing?” – An Interview with Sundar Bharadwaj, “When Logic meets Intuition: The Squircle” – an interview with Francis Cholle, “Ending the War Between Sales and Marketing” – An Interview with Philip Kotler and Neil Rackham, “Harnessing Your Personal Narrative” – An interview with John Hagel, “Consumer Boycotts: An Essential Method of Peaceful Protest” – Philip Kotler, “The Rise of 5 New-Normal Lifestyles” – Philip Kotler. Publisher: Simon & Schuster. I wanted to get inside their heads. Also there are many day to day activities such as knowledge , laughter , passion and so forth are already contagious in our life. They think in terms of narratives. Interestingly, only 7% of word-of-mouth content is shared online (Facebook, Twitter, and Instagram are merely tools to help support the spread of good ideas, not the answer to adoption), and while social media can help us reach millions of people, often face-to-face interactions are more effective and allow people to focus on the topic at hand (instead of sorting through the hordes of data online). I did not know most of the references that the author mentioned. Also there are many day to day activities such as knowledge , laughter , passion and so forth are already contagious in our life. Does someone share a link on FB for social credit, or are they moved by something to the point they feel they must share it? Effective triggers are caused by frequency (how often we interact with a trigger i.e. Word of mouth tends to reach people who are actually interested in the thing being discussed.” Study why people talk, what they talk about, and why some things are talked about more than others. Of the six wonderful principles (STEPPS) explained i believe that word of mouth is most effective. I finally started reading it on my trip to this past week. For example, “I voted” stickers after voting make the private act less private and reminds others to vote too. Does your company have any ideas that fit those factors that would make them great items to share and if not, how can you start too. I am a student of the University of Baltimore and I am writing a review for this book for an assignment. If this material is enough to cover an entire Wharton MBA course, then I'm not sure what that says about Wharton's program. New words have even been coined to describe the phenomenon … trending or viral. It was an approachable read on how ideas take off and become contagious. I have never been so intrigued by Berger's principles and writing style. “Contagious: Why Things Catch On” By Jonah Bergen is an eye-opening book full of not only entertaining examples of viral campaigns, but also a painstaking analysis into the science of social transmission. For example, there is a description of a youtube video that went viral, that advertised a blender--and boosted sales enormously. The book is good enough for what it is. Why do some things get more word of mouth than others, and how, by understanding that science, can we make our own stuff more successful? I was hoping for more of a book to understand "why" people fall for the gimmicks, want status symbols, and buy what they buy. JetBlue (low cost airline) offers first class amenities to all passengers: quality snacks, comfortable / roomy seat, DIRECTV for all. By making our products more public, we create self-promoting ideas that produce lasting memories that stick around well after the first interaction. *A full executive summary of this book is available here: This book is useful for presenting a framework for how to think about making an idea, product or service contagious. Of course not all advertising works and there are examples of some of those. The Tipping Point: How Little Things Can Make a Big Difference. It's interesting to take the 6 factors discussed and review them against your corporate advertising. There was one thing, however. Berger calls the concept of looking at what others are doing to resolve our own uncertainty, “social proof.” Individuals imitate actions, because other’s choices provide information that helps them decide how to do something. But the most effective and prosperous ideas have been empowered and supported by one or more of the 6 STEPPS in some way. “Triggers” are stimuli that connect thoughts and ideas together. Word of mouth. Maybe all popular non-fiction books are like that. coffee vs. hot chocolate – people see and think about coffee every day, whereas hot chocolate is more seasonal, so associating with coffee is far more effective) and strength of the link (more unusual links are better than those that are associated with too many things, i.e. But what if we could use research in a way that helps us understand how things go viral? Ru La La is a member-only (originally invite only, now they allow for anyone to sign up) online flash sale clothing website providing daily deals on high fashion at discounted prices to those who are on their distribution list (aka the insiders). Basically one man's rules on how to swindle people through advertising because they make it so easy to do. Everyone hear of him all the time, so even if he was good or bad, people voted for him. People binge drink in college, because they see their peers doing the same. I don't get trends/fads or why so many people buy the things they do. Contagious: Why Things Catch On presents current research insights on creating word of mouth in an easy to comprehend but only introductory way. Public – “Built to show, built to grow” Dr. Berger has spent over 15 years studying how social influence works and how it drives products and ideas to catch … Thank you, Dr. Berger, for this elucidating and very useful book. When our emotions are tugged at in just the right way, we buy, talk, shop, share, spread, and express interest. Although I can predict trends and see market value; I was very curious about. I finally started reading it on my trip to this past week. Next in this ‘Contagious: Why Things Catch On’ review, Jonah analyses the New York Times most-emailed list to discover why emotions can dramatically increase our need to share. The video had absolutely nothing to do with the casino--it was just a catchy video! Jonah Berger proposes six principles that can be used in making a message more contagious. Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and bestselling author of Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior. 301 certified writers online. Need another excuse to go to the bookstore this week? Mr. Berger argues that if we want our product or idea to catch on and spread like wildfire, we must try to build into it as many of these six STEPPS as we can. SO, this was actually the original book. A few years ago, Dove skin products created a viral video that showed how unrealistic professional models look in advertisements – showing how much make-up, hairspray, and photoshopping went into creating a “beautiful” advertisement. Contagious is one of those books that is destined to become essential business reading, especially for the marketer. Two key components to making something public: People like helping and feeling useful to others. While the contents of the book are nothing truly radical (after all marketing, in some form or the other, has existed for millennia), it is helpful to break down some of the art into easy-to-follow guidelines. Have you ever wondered what makes a product successful? But for me, it was stars. When there is is a product, services, cause or article that provides practical applicability for someone you know, you will likely share with them. Read honest and unbiased product reviews from our users. Each ch. It's interesting to learn about different products or movements (or Youtube videos, I guess) that have gone viral. For example, in 1997, The Mars Candy Company noticed a spike in their Mars candy bar sales. Of course not all advertising works and there are examples of some of those. As Berger explains, “Information travels under the guise of what seems like idle chatter… we need to… (embed) our products and ideas in stories that people want to tell… [by making] our message so integral to the narrative that people can’t tell the story without it.”. Behavioral residue, or remnants that a product, idea or story leave behind after use or purchase. Review Posted Online: Nov. 4, 2012. I think that is testament alone to author Jonah Berger knowing what he’s talking about in regards to making something viral or “contagious”. the color red is linked with roses, Coca-Cola, cars, Valentine’s Day etc. Or, reusable bags from Lululemon, event participation t-shirts, and Livestrong yellow wrist-bands provide the public a glimpse of what the individual believes or likes. Register for FREE updates Berger explains that “regardless of how plain or boring a product or idea may seem, there are ways to make it contagious…” if you know the right way to do it. (By the way, the author Jonah Berger was mentored by Chip Heath, the author of Made to Stick), This book about marketing and how it works on people. If you get someone bought in, they will likely tell their friends and family about it, thus beginning the cycle of creating something viral. The video encourages the viewer to be natural and to be happy in one’s own skin. “People don't think in terms of information. Each chapter better than the next. Provides a plausible rationale for why people think the way they do. Jonah Berger’s book, ‘Contagious: Why Things Catch On‘ breaks down the ingredients that makes stuff spread. Most people miss superfluous details, so to get customers to think about your product or idea, weave it into a story with key factors critical to your brand and add other “sticky” factors: humor, creativity, quirky. Read this book using Google Play Books app on your PC, android, iOS devices. Then there is a video that went viral, and advertised a casino--but didn't boost sales at all. Learn More. So, they make choices based on what they see. Those of us who work across sectors in community are always trying to find the magic formula for engaging and moving our respective audiences to action. Goodreads helps you keep track of books you want to read. This book is perfect for anyone getting into marketing for this first time, and wants a 101 on Content and 'Viral' marketing. His book is for the world of the materialistic and I am not one of them. First, I want to disclose that I received this book for free. This is a fun book, full of ideas for advertising new ideas or products. He sounded personable without coming across as overbearing or super geeky. The anecdotes were helpful, but more would have helped. But for me, it. Just a moment while we sign you in to your Goodreads account. by Simon Schuster. Think about ways to make your product or idea stand out by breaking from tradition and what people expect from an experience; i.e. Companies understand that this is how their customers make purchasing decisions, and use it to their advantage to encourage customers to make selections easier and faster for them. It was very easy to understand and also to apply what he was saying to my own life. The key to being successful for companies is to position this useful information in a way that stands out to consumers. Contagious: Why Things Catch On Publisher: Simon & Schuster Author: Jonah Berger Price: $26.00 Format: Hardcover Length: 256 pages ISBN-13: 978 … According to Jonah Berger in “Contagious: Why Things Catch On,’’ there are six ingredients associated with messages, products, or ideas that go viral. All Rights Reserved. Berger explains that certain emotions evoke action while causing others to stifle: Awe, excitement, humor evoke as much arousal as anger and anxiety, while contentment and sadness leave people to do nothing at all. The human brain is hot-wired to use this so-called “currency” to make a good impression on others. Like how Trump did it. I loved every chapter. This was an alright book. We’d love your help. Contagious: Why Things Catch On by Jonah Berger Simon & Schuster, 256pp, £12.99 Readers might suppose that Jonah Berger’s new book would shed light on these famous cases of viral content. To create our list, we... To see what your friends thought of this book, I read some in "Thinking Fast and Slow" And some conclusions i got out of is that people are just more likely to go with what they're used to. “We’re not going to tell a friend who doesn’t have kids about the best way to change a diaper. Berger attempts to explore these mechanisms closer. I had been looking forward to this book release as the topic is interesting and even possesses its own themed six characteristics, conveniently ascribed the acronym STEPPS, which the author Jonah Berger explains contributes to why products or ideas become conta. Consistent throughout all viral content, are six key ingredients or “STEPPS:” Social Currency; Triggers; Emotion; Public; Practical Value; Stories – none of which are mutually exclusive but are all independently available for use on your product or idea wherever and whenever it makes the most sense. Loading... Unsubscribe from Ron Henry? © 2016-19 The Marketing Journal and the individual author(s). In this day and age so many people believe that advertising and/or social media drive trends. I did not know most of the references that the author mentioned. “If something is built to show, it’s built to grow.”- Jonah Berger The only positive thing that I can say about this book is that it's a fast read. – too many weak links, whereas when you hear the word “peanut butter”, “jelly” usually is the first link we think about). Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious, Invisible Influence, and The Catalyst.He's a world-renowned expert on social influence, word of mouth, and why products, ideas, and behaviors catch on and has published over 50 papers in top-tier academic journals. Analytics showed that the sales response functions of all promotional activities were enhanced by this program. no spam! Jonah Berger’s “Contagious: Why Things Catch On” – Book Review, Notes + Analysis. For example, in 2007, Colleen Chorak was the Hershey brand manager tasked with revitalizing the Kit Kat brand. . Everyday interactions we have with other people in life are definitely contagious in some way or the other. Observability plays a huge role in what products or ideas catch on. Everyday low prices and free delivery on eligible orders. He sounded personable without coming across as overbearing or super geeky. I don't get trends/fads or why so many people buy the things they do. They would be wrong. It felt like I was attending a class. Excellent and Informative Book with many examples to explain the concept of “Contagious” and how many things become viral and are spreaded. Practical value is all about sharing useful information that will help others save time, energy and resources. I loved every chapter. Understanding arousal can help you drive viral content and products for yourself, by focusing less on information (features and benefits) around your product or idea, and focus on how people think, feel, and react to certain messages. [sibwp_form id=1] Of the six wonderful principles (STEPPS) explained i believe that word of mouth is most effective. March 5th 2013 To November 2nd Winners: Anyone got copy of book. I had been looking forward to this book release as the topic is interesting and even possesses its own themed six characteristics, conveniently ascribed the acronym STEPPS, which the author Jonah Berger explains contributes to why products or ideas become contagious. . In fact, more frequently trigger-associated products can increase word-of-mouth by 15 percent, and because it is top of mind, it generally means someone will be more likely to act on what they are thinking about. You'd think a book that explores the mechanics of going viral would be, well, interesting -- that it would embody the concept it was exploring. When it comes to pricing, “diminishing sensitivity” can influence buyer behavior, which is where the “Rule of 100” becomes handy. Let me just tell you, I read this whole book in a 4 1/2 hour flight! We've got you covered with the buzziest new releases of the day. CEO’s, marketers, politicians, sociologists, and entrepreneurs alike, expend excessive time and resources to explore new ways to fuel buzz around their latest products, service, advertisements, campaigns or causes – yet without clear structure, it’s easy to spend millions of marketing dollars on methods that miss the mark every time. I highly recommend reading it so you can get the in-depth stories and studies he tells to back up his points. His new book is … Moreover, products and ideas with practical value is passed along to help others despite geographic distances. . Berger provides the example, of looking for a restaurant in an unfamiliar city: we look for restaurants that are full of people (because it must be delicious or hip), and we walk by the restaurants that are empty (food too expensive or bland). Page Count: 224. Jonah Berger. Jonah Berger Key Insights. I received Contagious via BzzAgent. There is just not that much information in this book far beyond common sense most people already intuitively know. It was an interesting book, if only because it solidified the fact that I would never want to work within any profession where this book is applicable. Jonah Berger has given us a very good read that builds on "Switch" and "The Tipping Point." Some products, ideas, services, and behaviors catch on and become popular while others falter. Welcome back. . “Good game mechanics keep people engaged, motivated, and always wanting more.” i.e. I kept it around a few weeks and looked at it and always thought, "What a great cover!" Contagious: Why Things Catch On - Ebook written by Jonah Berger. Contagious why things catch on free pdf, Ebook Contagious: Why Things Catch On currently available for review only, if you In this book, Berger reveals the secret science behind word-of-mouth and. There is just not that much information in this book far beyond common sense most people already intuitively know. The basic STEPPS framework is as follows: Interesting and disturbing. That’s why parents often send useful articles, coupons, as well as cooking & cleaning advice to their kids – it strengthens social bonds, even when distance makes things difficult. Sharing is all about minting social currency. Dhanteras 2020 : Watch the special live report from jewelry markets in WHY THINGS CATCH ON ... [and] can [be used to] make any product or idea contagious.” 0; Pub Date: March 5, 2013. . This website uses cookies to improve your experience. They had not changed their marketing campaigns, yet sales were up. Humans think in terms of narratives, which is why we frequently recall and share stories. It was like a mirror of Nir Eyal's book "Hooked" BUT if you look at the publish dates, this book was published first. The story was only a few minutes long – but it told a positive story, while simultaneously plugging the Dove brand. It is also possible to create a trigger by expanding the “habitat” that people exist in – meaning creating new habits / further associating your product or idea with things we do on a daily basis. Buy Contagious: Why Things Catch on by Berger, Jonah (ISBN: 9781451686579) from Amazon's Book Store. I found this dull and not terribly informative. Book review by Matthew Hellman, Head of strategy for GE Digital, the Americas, and Asia Pacific and Catherine Trevor-Roberts, Consultant, Resultek. Contagious: Why Things Catch On By. Maybe that's why they're popular. The candy bar’s jingle had been around for 21 years, and had run its course. Quick Book Review: Contagious - Why Things Catch On Ron Henry. This is a breakdown of the book Contagious : Things Catch On by Jonah Berger. But while people focus on the story itself, information comes along for the ride.”, Goodreads Choice Award Nominee for Nonfiction (2013). Berger explains that “regardless of how plain or boring a product or idea may seem, there are ways to make it contagious…” if you know the right way to do it. Companies and individuals can use this to their advantage, by providing their customers with products, experiences, and content that connect directly with them in a way that encourages sharing with others, while promoting the company’s ideas, causes and/or products simultaneously. The author did his own narration for the audio and he did a great job. Subscribe Subscribed Unsubscribe 3.7K. Contagious: Why Things Catch On presents current research insights on creating word of mouth in an easy to comprehend but only introductory way. Like ho. Leveraging good stories that are useful, engaging, and that drive value will help you and your product, idea, cause increase social influence and word-of-mouth transmission and propel it to be the next big thing.