New from Simon & Schuster

The Pollan Family Table by Corky Pollan, Lori Pollan, Dana Pollan and Tracy Pollan
MONEY Master the Game by Tony Robbins
The Cinderella Murder by Mary Higgins Clark and Alafair Burke
Revival by Stephen King
Jeter Unfiltered by Derek Jeter
Yesterday, Today, Tomorrow by Sophia Loren
Contagious

Contagious

Why Things Catch On

Read by: Keith Nobbs
  • reading group guide
  • bestseller
New York Times bestseller

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 this book, 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.

Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you’ve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information 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.
  • Simon & Schuster Audio | 
  • 6 disks | 
  • ISBN 9781442359376 | 
  • March 2013
Add to Cart
List Price $29.99
In Stock: Usually ships within 1 business day

Video

Read an Excerpt

Reading Group Guide

This reading group guide for Contagious includes an introduction, discussion questions, ideas for enhancing your book club, and a Q&A with author Jonah Berger. The suggested questions are intended to help your reading group find new and interesting angles and topics for your discussion. We hope that these ideas will enrich your conversation and increase your enjoyment of the book.


Introduction

What makes products and ideas catch on and become popular? Why do some stories get shared more than others? Why are some rumors infectious? What makes things “go viral”? In Contagious, Jonah Berger shares the secret science behind social transmission. Why we talk about and share some things rather than others. Why we pass things on. Filled with engaging stories and comprehensive research Contagious is an essential tool for anyone that wants to make their product or idea spread.

Topics & Questions for Discussion

1)Consider and discuss the most recent email forward you received. It might have been a news article, video, or story. What aspects of the STEPPS framework did it adhere to? Do the same analysis for the last viral video you watched, hot restaurant you tried, hit movie you saw, etc. Which concepts in the framework apply?

2)Which examples that Berger mentioned (e.g., Blendtec, Dove’s Evolution, white iPhone earbuds) had you been aware of before the see more

Articles About This Book

Mustache-man_300

Posted on Tips on Healthy Living

Posted by Jonah Berger

Well, sort of. If you're wondering why so many guys are sporting moustaches this month, they're raising awareness for men's health and prostate cancer as part of "Movember." In Contagious: Why Things Catch On, author and Wharton professor Jonah...

About the Author

Jonah Berger
Photograph (c) Deborah Feingold

Jonah Berger

Jonah Berger is Associate Professor of Marketing at the Wharton School at the University of Pennsylvania. His research has been published in top-tier academic journals, and popular accounts of his work have appeared in The New York TimesThe Wall Street JournalScienceHarvard Business Review, and more. His research has also been featured in the New York Times Magazine’s “Year in Ideas.” Berger has been recognized with a number of awards for both scholarship and teaching. He lives in Philadelphia, Pennsylvania.

BECOME A FAN

Explore

CONNECT WITH US

Get a FREE eBook
when you join our mailing list!