What makes things popular? Why do people talk about certain products and ideas more than others? Why are some stories and rumors more infections? And what makes online content go viral? Wharton marketing professor Jonah Berger has spent the last decade answering these questions. 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.

Duration: ca. 7:00:00.

Introduction: why things catch on -- Social currency -- Triggers -- Emotion -- Public -- Practical value -- Stories -- Epilogue.