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Contagious: Why Things Catch On Paperback – May 3, 2016

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The New York Times bestseller that explains why certain products and ideas become popular.

“Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” —Daniel Gilbert, author of the bestseller Stumbling on Happiness

What makes things popular? 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
Contagious, 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. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is: a blender.

Contagious provides specific, actionable techniques for helping information spread—for designing messages, advertisements, and content 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.
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Editorial Reviews

Review

“Jonah Berger is as creative and thoughtful as he is spunky and playful. Looking at his research, much like studying a masterpiece in a museum, provides the observer with new insights about life and also makes one aware of the creator's ingenuity and creativity. It is hard to come up with a better example of using social science to illuminate the ordinary and extraordinary in our daily lives.” -- Dan Ariely, James B. Duke professor of psychology and behavioral economics at Duke University and bestselling author of Predictably Irrational

“If you are seeking a bigger impact, especially with a smaller budget, you need this book.
Contagious will show you how to make your product spread like crazy.” -- Chip Heath, co-author of Made to Stick and Decisive

“Why do some ideas seemingly spread overnight, while others disappear? How can some products become ubiquitous, while others never gain traction? Jonah Berger knows the answers, and, with
Contagious, now we do, too." -- Charles Duhigg, author of the bestselling The Power of Habit

“Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” -- Daniel Gilbert, Professor of Psychology, Harvard University and author of Stumbling on Happiness

“Jonah Berger is the rare sort who has studied the facts, parsed it from the fiction—and performed groundbreaking experiments that have changed the way the experts think. If there’s one book you’re going to read this year on how ideas spread, it’s this one.” -- Dave Balter, CEO of BzzAgent and Co-founder of the Word of Mouth Marketing Association

“Think of it as the practical companion to Malcolm Gladwell’s
The Tipping Point.” -- Tasha Eichenseher ― Discover

“[Berger] sheds new light on phenomena that may seem familiar, showing with precision why things catch on. . . . As a playbook for marketers,
Contagious is a success.” -- Danielle Sacks ― Fast Company

“Contagious contains arresting — and counterintuitive — facts and insights. . . . Most interesting of all are the examples Berger cites of successful and unsuccessful marketing campaigns.” -- Glenn C. Altschuler ― The Boston Globe

"For nonexperts who puzzle about the best way to make an impact in a world of social media addicts with short attention spans, it provides plenty to think about. . . . If there were a 'like' button underneath it, you'd probably find yourself clicking it." -- Maija Palmer ―
Los Angeles Times

“An infectious treatise on viral marketing. . . . Berger writes in a sprightly, charming style that deftly delineates the intersection of cognitive psychology and social behavior with an eye toward helping businesspeople and others spread their messages. The result is a useful and entertaining primer that diagnoses countless baffling pop culture epidemics.” ―
Publishers Weekly

“The book is just plain interesting. Berger’s cases are not only topical and relevant, but his principles seem practical and are easily understood. . . . I have a strong feeling that this book will catch on.” -- Ben Frederick ―
The Christian Science Monitor

"An exegesis on how ideas really 'go viral' (hint: the internet gets too much credit) by a marketing wunderkind." ―
Details

"A provocative shift in focus from the technology of online transmission to the human element and a bold claim to explain 'how word of mouth and social influence work . . . [to] make any product or idea contagious." ―
Kirkus Reviews

About the Author

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. He has consulted for a range of Fortune 500 companies, keynoted hundreds of events, and popular accounts of his work often appear in places like The New York Times, The Wall Street Journal, and Harvard Business Review. His research has also been featured in the New York Times Magazine’s “Year in Ideas.”

Product details

  • ASIN ‏ : ‎ 1451686587
  • Publisher ‏ : ‎ Simon & Schuster; Reprint edition (May 3, 2016)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 256 pages
  • ISBN-10 ‏ : ‎ 9781451686586
  • ISBN-13 ‏ : ‎ 978-1451686586
  • Item Weight ‏ : ‎ 8 ounces
  • Dimensions ‏ : ‎ 5.5 x 0.6 x 8.38 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 7,346 ratings

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Jonah Berger
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For more details see: JonahBerger.com

Jonah Berger is a Professor at the Wharton School at the University of Pennsylvania, an internationally bestselling author, and a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors catch on. He has published dozens of articles in top‐tier academic journals, teaches Wharton’s highest rated online course, and popular accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review. Over a million copies of his books, Contagious, Invisible Influence, and The Catalyst: How to Change Anyone’s Mind are in print in over 35 countries around the world.

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4.6 out of 5 stars
7,346 global ratings

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Customers say

Customers find the book provides valuable knowledge and practical tips on how to make things go viral. They describe it as an engaging, easy read with sound concepts and well-supported ideas. The writing is clear and conversational, making everything easy to understand. Many readers consider the book a worthwhile purchase and a gem for understanding how products and ideas have value as social currency. The stories are engaging and colorful, providing great examples and enlightening data. Overall, customers appreciate the book's thorough research and insights into making things go viral.

AI-generated from the text of customer reviews

493 customers mention "Information quality"472 positive21 negative

Customers find the book provides valuable knowledge and practical tips on viral marketing. They appreciate the well-researched content, insightful writing style, and helpful explanations of the science behind the thinking. The examples and real-life stories used to illustrate points are enjoyable for readers. Overall, it's a quick read that offers an engaging overview of unusual marketing techniques.

"...useful to students who are interested in studying marketing, interested in psychology and why people are influenced by certain things and not others..." Read more

"...The book is filled with engaging stories and real-world examples, from viral YouTube videos to the marketing success of certain products...." Read more

"...Word of mouth is a powerful force. With the advent of online social media, broadcasting an opinion has never been easier...." Read more

"...Contagious discusses viral marketing and is both insightful and practical at the same time...." Read more

445 customers mention "Readability"445 positive0 negative

Customers find the book engaging and informative. They appreciate the sound concepts and well-supported ideas. The chapters focus on one of the core principles, providing a good overview and in-depth analysis. The examples are interesting and surprising. Overall, readers find the book delivers on its promise and is an entertaining read with valuable knowledge.

"...I enjoyed reading this book, and if you plan on developing a marketing plan or strategy for your business, “Contagious: why things catch on” would..." Read more

"...Berger doesn’t just offer theories—he backs them up with evidence and provides actionable steps to make your own content more shareable and..." Read more

"Create an exceptional product or service, which you can sell at a great price, throw some advertising at it, and you just have to succeed...." Read more

"...Based on how interesting and digestible Contagious is, I can’t wait to read his next book." Read more

222 customers mention "Ease of reading"212 positive10 negative

Customers find the book easy to understand and follow. The writing is informative and conversational with great examples. The author presents a clear explanation of why certain things are done in an easy-to-follow manner. It's a quick read that incorporates key ideas in a concise way.

"...enough that I did not mind it too much as I found it just makes it a quick read on why things go viral and how businesses manipulate customers...." Read more

"...n’t just offer theories—he backs them up with evidence and provides actionable steps to make your own content more shareable and influential...." Read more

"...This book is well-researched, well-written, entertaining, funny, and eye-opening!..." Read more

"...While "Contagious" is obviously a well written book, anyone interested in the topics Berger presents must read "Diffusion of..." Read more

123 customers mention "Value for money"105 positive18 negative

Customers find the book useful and worth owning. They appreciate the section on products and ideas having value as social currency. Many consider it the best business book they've read in a long time.

"...stick to consumers, this book brings about the most effective and prosperous ways on making your product or business contagious." Read more

"Jonah Berger’s Contagious is an absolute gem when it comes to understanding why certain ideas, products, or behaviors catch on while others don’t...." Read more

"Create an exceptional product or service, which you can sell at a great price, throw some advertising at it, and you just have to succeed...." Read more

"...Practical Value – people like to help one another...." Read more

54 customers mention "Story quality"40 positive14 negative

Customers enjoy the engaging stories and real-world examples in the book. They find the storytelling cohesive, with great anecdotes that help summarize the points. The book's title and preview are appealing, and the content matches the title well.

"...The book is filled with engaging stories and real-world examples, from viral YouTube videos to the marketing success of certain products...." Read more

"...before him he backs up those claims with enlightening data and cohesive story telling. WHAT I LOVED ABOUT THE BOOK: 1...." Read more

"...Stories - When a good story is told, it will often suck us in, evoke emotion, and prompt us to want to share...." Read more

"...negative of this book I found was the way it is written, as it repeats a lot and could be interpreted as reading a children’s book, and some may get..." Read more

36 customers mention "Viral content"28 positive8 negative

Customers find the book informative and entertaining about how things go viral. They appreciate the great examples and explanations of why products, services, websites, and videos go viral. The book provides a table summarizing the requirements for a successful viral campaign. Readers also mention that the book is an informative and funny read for potential entrepreneurs or aspiring business people.

"...Berger shares many examples throughout the book of viral campaigns which made me interrupt my reading to check out some of these examples online...." Read more

"...Not only is the book packed with entertaining examples of viral campaigns, but each is backed with painstaking analysis into the science of social..." Read more

"...This book is well-researched, well-written, entertaining, funny, and eye-opening!..." Read more

"Professor Jonah Berger's Contagious is disappointing...." Read more

12 customers mention "Author quality"12 positive0 negative

Customers appreciate the author's writing style. They find the author concise and engaging, providing insightful views backed by real-life experiences. The author is described as a skilled storyteller who keeps readers hooked until the end.

"Met all my expectations & more! The author really blew my mind. I took notes the whole way through to improve the way I run my business...." Read more

"...of what is shared are things that I have long suspected but the author puts voice to, and backs up with fact...." Read more

"...drowning the reader in excessive or irrelevant detail, the author keeps us ticking along and learning all the way...." Read more

"What a great book. The author provides a lot of knowledge that is supported by experiments and scientific research...." Read more

11 customers mention "Pacing"11 positive0 negative

Customers find the book's pacing good. They say it's nice to see simple information organized into a practical book. The book sheds light on what makes things contagious and interesting. It provides a nice table in the Epilogue that they typed up and pinned to their wall. Readers appreciate how the book concisely gathers all of those suspicions and explains them well.

"...They are: Social currency, Triggers, Emotion, Public, Practical Value and Stories...." Read more

"...The author talks about social currency, is it cool to repeat it, triggers, something to provoke the memory, public, can people see it, practical..." Read more

"...are not really new, but the way they are put together and organized is really insightful if not remarkable...." Read more

"...Overall, it was an easy and enjoyable read. He does a good job contrasting with you other recent books (specifically the Tipping Point)...." Read more

Absolutely incredible. One of the best books I've ever read
5 out of 5 stars
Absolutely incredible. One of the best books I've ever read
After reading Contagious, I felt the need to buy Invisible Influence and The Catalyst. I love Jonah Bergers writing style. Very easy read. Each topic is broken down by chapters and each chapter is full of real world studies and examples. I have recommended all three of these books to many people now. Whether you work in advertising/marketing, own a business, or just have a genuine interest in the human psyche...these books are absolutely worth owning. Stop reading my review already and buy it. As a matter of fact, order multiples, so you can give some away. After I read them I immediately went back and bought more so I can keep copies to give to people. That's how good they are.
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Top reviews from the United States

  • Reviewed in the United States on October 11, 2020
    New york time’s best seller, “Contagious: why things catch on”, by Jonah Berger, goes through many examples of the methods used to catch the attention of the majority of people, and what gets ignored. Berger says “regardless of how plain or boring a product or idea may seem, there are ways to make it contagious…”. The author presents real life examples to illustrate points in order to inform the reader on why things catch on, in a marketing perspective. Berger has studied why things go “viral” and claims that most communications of products are not through the internet, but by word-of-mouth. This book is useful when learning about why some businesses fail and others have booming businesses. It is split up by the acronym STEPPS- Social currency, Triggers, Emotion, Public, Practical value, and Stories, with examples of real businesses in each, which is also useful.
    Traditional marketing suggests that the factors that determine a business’ or product’s success are quality, price, and the advertising. Berger explains that it is much deeper than that, and that the more important factors are word-of-mouth transmission and social influence. Word-of-mouth is much more effective because it is persuasive, because people trust more what others recommend rather than what they see on T.V. or social media. This was very interesting to read and I agree with his points- and the numbers prove it accounts for 20-50% of all purchasing decisions. Shockingly, only 7% of word-of-mouth advertising is done through social media.
    The author's main arguments are split up by the STEPPS acronym, and each is successfully argued with facts and experience. The first chapter starts with Social currency. This chapter puts emphasis on being “in the know” on something, and wanting to share it with others. The example Berger used was the hot dog restaurant having a secret bar hidden with a secret door in a phone booth. The restaurant and bar have done well for years because people feel like they are “in the know” and recommend it to others, as if they are a part of some big secret. The next chapter, Triggers, is about how one thing triggers another. Such as buying coffee and donuts, peanut butter and jelly, and specifically in the book it is mentioned that the Mars candy company saw a spike in sales during the time in 1997 when NASA was organizing a mission to Mars. Emotion is all about how when something provokes emotion or inspires you, you are more likely to share it. Public is about how people imitate others, with the example of how people are more likely to choose a restaurant or store that has more people in it, and to walk past the ones that are empty. Next, practical value is about how important information is more useful to share, and relies heavily on buyer behavior because people like to help others . Finally, stories explains how a good story is likely to be told especially when it provokes emotion, and thus makes people want to share it with others.
    In my opinion, “Contagious: why things catch on” by Jonah Berger is a very interesting read with useful information. As soon as you pick up the book it is difficult to put it down, as it keeps the audience engaged and interested. It is very easy to understand and it allows the reader to put into perspective that marketing is deeper than just advertising on social media. This book could be particularly very useful to students who are interested in studying marketing, interested in psychology and why people are influenced by certain things and not others, or people who have plans to start a business- or just anyone on social media. “Contagious” could even be useful to people who simply do not want to be manipulated by businesses and gain the ability to see through the different marketing strategies. Not only are you given real life scenarios and statistics, but also you are shown proof on how STEPPS can help create a booming business. The stories that are provided are especially useful as they keep the reader engaged while also providing useful information. The only negative of this book I found was the way it is written, as it repeats a lot and could be interpreted as reading a children’s book, and some may get a bit bored. Readers may want to skip over parts as it repeats the same ideas during the chapter and may find it to be a bit redundant at times.
    Overall the information is useful enough that I did not mind it too much as I found it just makes it a quick read on why things go viral and how businesses manipulate customers. I enjoyed reading this book, and if you plan on developing a marketing plan or strategy for your business, “Contagious: why things catch on” would be useful to test the strategies to make sure it would be successful. The author successfully explains the STEPPS to making a business successful and used his own education and research to back up the claims being made. The book did not really come off as persuasive, just informative of what works and what does not. I definitely recommend this book to anyone who wants to know more about how marketing strategies work and how companies can manipulate you.
    Similar books to “Contagious” include: "Diffusion of Innovations," by Everett Rogers, “Influence” by Robert B. Cialdini, and “The Nuclear Effect” by Scott Oldford. Jonah Berger also has other books that talk about marketing and how to influence other people, such as “The Catalyst” and “Invisible Influence”. Overall, “Contagious” by Jonah Berger is an excellent book to start off with if you want to understand the aspects of marketing and advertising and what can make a company successful, especially when today it is harder than ever to find what will stick to consumers, this book brings about the most effective and prosperous ways on making your product or business contagious.
    22 people found this helpful
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  • Reviewed in the United States on October 27, 2024
    Jonah Berger’s Contagious is an absolute gem when it comes to understanding why certain ideas, products, or behaviors catch on while others don’t. Berger’s insights into the psychology behind what makes content go viral are not only fascinating but also practical. He breaks down complex concepts into six simple principles, which he calls STEPPS (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories), making the material easy to grasp and apply in real life.

    The book is filled with engaging stories and real-world examples, from viral YouTube videos to the marketing success of certain products. Berger doesn’t just offer theories—he backs them up with evidence and provides actionable steps to make your own content more shareable and influential. Whether you’re a marketer, entrepreneur, or just curious about why certain things “stick,” this book is invaluable.

    What makes Contagious stand out is its practicality. If you want to understand the science behind word-of-mouth and viral marketing, this is your go-to resource. Highly recommended!
    One person found this helpful
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  • Reviewed in the United States on April 10, 2017
    Create an exceptional product or service, which you can sell at a great price, throw some advertising at it, and you just have to succeed. Right?
    Not even close.
    If a fellow foodie raves about a new restaurant you would be more likely to try it than you would if you saw an advert for it. One of the most compelling reasons for trying a different product or service is because someone you trust recommends it to you. Word of mouth is a powerful force.
    With the advent of online social media, broadcasting an opinion has never been easier. Vast numbers of friends, and friends of friends, can be reached with little effort. This fact leads to the conclusion that most word of mouth has its origin through this medium.
    Research by the Keller Fey Group finds that only 7%, (not 70%, not even 17%,) of word of mouth happens online! The amount of time we spend online might be high, but the amount of time we spend offline is way higher. Even if online does have greater reach, offline conversations have power way beyond the capability of online.
    So why are some products, ideas and behaviours talked about more than others?
    This is the question that Wharton professor, Jonas Berger, has spent ten years studying and answers in this book. His answers are not speculative or theoretical; rather they are fact based conclusions. From his own research and that of others, Berger has identified a set of six principles which cause products, services and ideas to spread like a virus.
    The six principles are: social currency, triggers, emotion, public, practical value and stories. Together the principles form the acronym STEPPS and the more of these that are present, the more likely an idea is to spread.
    People don’t share everything with everyone because most ideas are of little interest to them. In the same way that the car we drive and the clothes we wear influences how others perceive us, so does what we talk about. If we want to be seen as sophisticated, contemporary, successful or knowledgeable, we will choose to talk about matters that reflect this.
    On the other hand, not to bore people, we choose who to tell what to, and when, in order for the social currency of our content to be most effective.
    In New York City there is genuine “old hole-in-the-wall” hot dog restaurant that serves 17 varieties of hot dogs. At the far end of the restaurant is a vintage wooden telephone booth complete with a vintage telephone. Dial 2 and you will be asked, “Do you have a reservation?” If you do, a secret door on the other side of the booth will open and you enter a pub called “Please Don’t Tell.
    Reservations to this pub open daily at 3:00 and by 3:30 it is fully booked making it one of the most sort after drinking spots in New York.
    Knowing about the pub, and even better, having been there, gives you a social currency that makes you look good in certain groups. That is why you tell others about “Please Don’t Tell.”
    Talking about the unusual pub you visited on your last trip to New York will generate interest, but can the mundane do the same? The second principle, the Trigger, shows it can.
    In an experiment designed to understand how to change eating behaviour, students were shown one of two slogans: “Live the healthy way, eat five fruits and veggies a day” and “Each and every dining-hall tray needs five fruits and veggies a day.” In all they saw the slogan 20 times in different fonts and colours and were asked to evaluate the slogan they saw.
    That trays need fruit and vegetables was rated “corny” and was deemed to be less than half as attractive as the “live healthy” slogan. Additionally, the live healthy was viewed as far more likely to change their behaviour.
    Students who saw the “tray” slogan ate 25% more vegetables than the “healthy way” group. The reason is that they use trays to collect their food every day, and the trays acted as a memory trigger.
    The slogan “Kit Kat and Coffee” revived the sales of Kit Kat in the US not only because of the memorable alliteration. Kit Kat and coffee do not go better together than Kit Kat and hot milk, but coffee is a more frequently consumed beverage than milk and so provides many more triggers each day for eating a Kit Kat.
    Triggers also get us talking about a subject and the more triggers there are, the more we talk.
    Clearly, if the subject also has the right amount of the right emotion attached to it, the chances of it being talked about are far higher. If the idea can be translated into something visible and public, it will spread faster. If many people have bought in already, we are more likely to believe it than if few have.
    Armstrong’s Livestrong bright yellow rubber wrist bands went viral for exactly this reason – publicly visible support for a good cause – support for cancer sufferers.
    Virtually anything can become contagious if the right ingredients are present. The ability to go viral isn’t born, it is made - and this is extremely important news!
    Readability Light --+-- Serious
    Insights High +---- Low
    Practical High +---- Low

    Ian Mann of Gateways consults internationally on leadership and strategy
    12 people found this helpful
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  • Mayleth Zatarain
    5.0 out of 5 stars Todos deberían leerlo
    Reviewed in Mexico on May 29, 2024
    Es un libro buenísimo ya casi lo termino de leer y es muy bueno así que si te gusta el marketing sin duda es muy libro que tienes que leer
  • Cliente Amazon
    5.0 out of 5 stars Amazing book!!!
    Reviewed in Brazil on May 12, 2022
    Probably, I have mentioned this books 10 times to friends while reading it - word of mouth. Full of examples on how to put effective marketing techniques in practice! Thanks Jonah for sharing!
  • Burak Yavuz
    1.0 out of 5 stars Sakın almayın
    Reviewed in Turkey on November 2, 2024
    Kitap sayfaları çok kötüydü. İade etmeye vakit harcamamak için tuttum.
  • Kindle Customer
    5.0 out of 5 stars Great marketing book
    Reviewed in the United Kingdom on August 5, 2024
    Easy to read and understand, the concepts are broken down and use of practical examples makes it an enjoyable read
  • Nila
    5.0 out of 5 stars Empfehlenswert
    Reviewed in Germany on December 30, 2023
    Das Buch ist unglaublich gut geschrieben