The spots did exactly as she hoped, and soon sales increased by 8% by the end of the year. He offered some stories about brands that one could easily identify with. SO, this was actually the original book. The book is a valuable blueprint for creating ideas, marketing campaigns, and strong messages that catch … It's interesting to take the 6 factors discussed and review them against your corporate advertising. Everyone hear of him all the time, so even if he was good or bad, people voted for him. Each chapter better than the next. Jonah Berger’s book, ‘Contagious: Why Things Catch On‘ breaks down the ingredients that makes stuff spread. I found this dull and not terribly informative. I finally started reading it on my trip to this past week. It turned out that during that same period, NASA was organizing a mission to Mars to collect samples and data from the planet – and with the continuous news cycle featuring NASAs and the planet Mars (the candy/company is named after the founder, not the planet), the news triggered the idea of the candy in people’s minds, and sure enough sales spiked. Whether through a post on Facebook or Twitter, or telling an engaging story at a dinner party – people “self-share” experiences, ideas, and topics to make themselves and their lives appear more fascinating and interesting to others. 4. Contagious Why Things Catch On.pdf Free Download. If this material is enough to cover an entire Wharton MBA course, then I'm not sure what that says about Wharton's program. When our emotions are tugged at in just the right way, we buy, talk, shop, share, spread, and express interest. by Simon Schuster. The video had absolutely nothing to do with the casino--it was just a catchy video! ‘“Leverage game mechanics” – use elements of a game to make something fun, interesting, and hook the consumer. “Triggers” are stimuli that connect thoughts and ideas together. 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. I highly recommend reading it so you can get the in-depth stories and studies he tells to back up his points. no spam! To do so, it’s important to create one of the following three things: The key to being successful across all of these factors, is to build intrinsic motivation within people – if something is truly successful, people will want to talk about or buy into your product or service if it means they will gain value from the product or experience, as well as look good to others. Contagious Why Things Catch On Download grГЎtis. I did not know most of the references that the author mentioned. 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. This is a fun book, full of ideas for advertising new ideas or products. 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. It felt like I was attending a class. Dove asked customers to send in videos of their own stories under the rubric of “Real Beauty.” Thousands of video stories were sent in, which generated millions of views. He offered some stories about brands that one could easily identify with. 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. 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. Excellent and Informative Book with many examples to explain the concept of “Contagious” and how many things become viral and are spreaded. Publisher: Simon & Schuster. The author did his own narration for the audio and he did a great job. 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. Page Count: 224. The book is good enough for what it is. Just a moment while we sign you in to your Goodreads account. Let me just tell you, I read this whole book in a 4 1/2 hour flight! New words have even been coined to describe the phenomenon … trending or viral. 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. Contagious Book Review “Contagious” is easy to read, insightful and highly applicable. But are those two things enough to explain why people would be willing to pay $100 for a cheese steak sandwich, why a certain video gets millions of hits on YouTube or one brand of blender outsells another? Have you ever wondered what makes a product successful? The content was good, but I would have loved more depth on how to apply the author’s ideas and research. Refresh and try again. Everyday low prices and free delivery on eligible orders. Jonah Berger is a marketing professor at University of Pennsylvania’s Wharton School and bestselling author of Contagious: Why Things Catch On (Simon & Schuster, 2013). In many cases, it can drive activism in politics, switching from one product to another, or writing a Yelp review online to encourage people to eat or not eat at a certain cafe. Berger provides the following example to illustrate this rule: Say you see someone you know and respect using an Apple Computer at a cafe (identified by the Apple logo and exterior casing), this form of public visibility might mean that you are likely to want to imitate their behavior and buy a Mac because it looks cool or because you want to emulate their behavior. Emotional content evokes feelings, both positive and negative, that drive people to share and act on those emotions. Everyday interactions we have with other people in life are definitely contagious in some way or the other. They had not changed their marketing campaigns, yet sales were up. But, how can you make that happen for your business? I am a student of the University of Baltimore and I am writing a review for this book for an assignment. They think in terms of narratives. The human brain is hot-wired to use this so-called “currency” to make a good impression on others. I was hoping for more of a book to understand "why" people fall for the gimmicks, want status symbols, and buy what they buy. In fact, “word-of-mouth,” he explains, is effective because it is more persuasive (people trust what others tell them much more than they trust ads they see on T.V.) It makes a great pair with a few more books on marketing and influencing such as “ Make to Stick “, “ The Tipping Point “, “ Triggers “, “ Brandwashed ” and “ Influence “, the big classic by Cialdini. JetBlue (low cost airline) offers first class amenities to all passengers: quality snacks, comfortable / roomy seat, DIRECTV for all. Contagious: Why Things Catch On presents current research insights on creating word of mouth in an easy to comprehend but only introductory way. In a few years it will seem fiercely dated, but at least the advertising principles won't stop working, whatever the medium. By designing products and ideas that are linked to our surroundings, it helps to set off frequent “lightbulbs” or “triggers” in people’s mind. 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.”. When people think about your product, they will likely talk about it, share their experience with it, and become repeat customers over time. 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. She began releasing ads that tied Kit Kats to coffee breaks at work, specifically eating them while drinking coffee. Basically one man's rules on how to swindle people through advertising because they make it so easy to do. Contagious: Why Things Catch On - Ebook written by Jonah Berger. Download for offline reading, highlight, bookmark or take notes while you read Contagious: Why Things Catch On. “Good game mechanics keep people engaged, motivated, and always wanting more.” i.e. So, they make choices based on what they see. People do what they can see – “monkey see, monkey do”. If you get someone bought in, they will likely tell their friends and family about it, thus beginning the cycle of creating something viral. This is a breakdown of the book Contagious : Things Catch On by Jonah Berger. (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). 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. ISBN: 978-1-4516-8657-9. Others were more forgotten. First, I want to disclose that I received this book for free. What makes things popular? The Tipping Point: How Little Things Can Make a Big Difference. For example, “I voted” stickers after voting make the private act less private and reminds others to vote too. 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). When it comes to pricing, “diminishing sensitivity” can influence buyer behavior, which is where the “Rule of 100” becomes handy. Contagious – Why Things Catch On Author: Jonah Berger Publisher: Simon and Schuster Publication: 2013 Ever since Gladwell’s Tipping Point, the business press has been adding flesh to the bare bones theory that what make’s a product or idea ‘go viral’ is 1) The Law of the Few (seed with influencers), 2) The Stickiness Factor (play to […] But for me, it. 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? The examples he used were very current and straight forward. What we talk about, inevitably determines what others perceive of us, which leads us to share things that make us seem more entertaining, clever, smart, and/or funny. His new book is … Need another excuse to go to the bookstore this week? Some products, ideas, services, and behaviors catch on and become popular while others falter. I paid for my copy and wish I'd spent the money on something more, well, buzz-worthy. It's interesting to learn about different products or movements (or Youtube videos, I guess) that have gone viral. 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). *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. Buy Contagious: Why Things Catch on by Berger, Jonah (ISBN: 9781451686579) from Amazon's Book Store. 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. I was hoping for more of a book to understand "why" people fall for the gimmicks, want status symbols, and buy what they buy. Contagious: Why Things Catch On So I won this in a goodreads give away. 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. Welcome back. The best part of our kn, Excellent and Informative Book with many examples to explain the concept of “Contagious” and how many things become viral and are spreaded. It's an extremely lightweight read. Maybe that's why they're popular. By making our products more public, we create self-promoting ideas that produce lasting memories that stick around well after the first interaction. Observability plays a huge role in what products or ideas catch on. I wanted to get inside their heads. He sounded personable without coming across as overbearing or super geeky. 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. 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. Like ho. The general rule: Stories are the most effective way to share ideas and information. For example, in 1997, The Mars Candy Company noticed a spike in their Mars candy bar sales. Not really. And, totally unrelated, why do I occaisionally crave a Kit Kat bar? 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. STEPPS stands for: Sporting a business degree (advertising/PR/Marketing) under my belt means that I view the world, consumer and otherwise, in a marketing sense. I finally started reading it on my trip to this past week. 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). Jonah Berger proposes six principles that can be used in making a message more contagious. Contagious: Why Things Catch On presents current research insights on creating word of mouth in an easy to comprehend but only introductory way. . 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. “Make people feel like insiders” – scarcity and exclusivity drives desirability… people love when they feel like “insiders” i.e. But what if we could use research in a way that helps us understand how things go viral? Organic reasons why things catch on. - Read book Contagious Why Things Catch On PDF by mailtrix - Issuu . Let us know what’s wrong with this preview of, Published 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. This was an entertaining read and it was the perfect book for my day. Word of mouth. Anyone involved in business has observed that certain products, services or ideas seem to catch on and become wildly popular.Others ideas fall flat.Why do some ideas fail to achieve widespread acceptance despite being high quality, of good value, and endowed with hefty advertising budgets? It was an approachable read on how ideas take off and become contagious. For example, there is a description of a youtube video that went viral, that advertised a blender--and boosted sales enormously. Goodreads helps you keep track of books you want to read. I noticed that a number of reviewers received free copies -- I assume the publisher was attempting to generate some buzz. Read this book using Google Play Books app on your PC, android, iOS devices. Great marketing book and a good way to see why some of the dollars you spend are not working. 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. But this would have been much more enjoyable if the author didn't repeat every single point twenty times. It felt like I was attending a class. (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. We will write a custom Book Review on “Contagious: Why Things Catch On” by Jonah Berger specifically for you for only $16.05 $11/page. – too many weak links, whereas when you hear the word “peanut butter”, “jelly” usually is the first link we think about). 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. I have never been so intrigued by Berger's principles and writing style. They would be wrong. Of course not all advertising works and there are examples of some of those. March 5th 2013 Thank you, Dr. Berger, for this elucidating and very useful book. Contagious Why Things Catch On di Jonah Berger ecco la copertina e la descrizione del libro libri.cx ГЁ un motore di ricerca gratuito di ebook (epub, mobi, pdf), Contagious Why Things Catch On Baixe e leia livros gratuitamente. It was very easy to understand and also to apply what he was saying to my own life. Everyone has a theory about why ideas go viral, but Jonah Berger has studied the phenomenon and it’s not all babies and cats. 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. 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. “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. I have never been so intrigued by Berger's principles and writing style. 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). Of the six wonderful principles (STEPPS) explained i believe that word of mouth is most effective. In this day and age so many people believe that advertising and/or social media drive trends. . People binge drink in college, because they see their peers doing the same. There is just not that much information in this book far beyond common sense most people already intuitively know. 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. 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. It was very easy to understand and also to apply what he was saying to my own life. Book review by Matthew Hellman, Head of strategy for GE Digital, the Americas, and Asia Pacific and Catherine Trevor-Roberts, Consultant, Resultek. Self-advertising, or product or idea that transmits social proof or passive approval because usage is observed (i.e. I don't get trends/fads or why so many people buy the things they do. Register for FREE updates 301 certified writers online. A very useful book for anyone wishing to have an impact with ideas. Find helpful customer reviews and review ratings for Contagious: Why Things Catch On at Amazon.com. Then there is a video that went viral, and advertised a casino--but didn't boost sales at all. Contagious: Why Things Catch On By. 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. “[Berger] sheds new light on phenomena that may seem familiar, showing with precision why things catch on. Provides a plausible rationale for why people think the way they do. 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. 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. I kept it around a few weeks and looked at it and always thought, "What a great cover!" . Effective triggers are caused by frequency (how often we interact with a trigger i.e. Let me just tell you, I read this whole book in a 4 1/2 hour flight! Review Posted Online: Nov. 4, 2012. 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? Maybe all popular non-fiction books are like that. We'll assume you're ok with this, but you can opt-out if you wish. Some 50 pages later, I realised I couldn’t put the book down! Poor Ash’s Almanack > Book Reviews > Business. If you find a great bargain, you will probably describe your entire experience when you recommend the deal to your friends. 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). This book about marketing and how it works on people. “People don't think in terms of information. Also there are many day to day activities such as knowledge , laughter , passion and so forth are already contagious in our life. For example, in 2007, Colleen Chorak was the Hershey brand manager tasked with revitalizing the Kit Kat brand. logos on shirts, the message at the end of an email sent on iPhone: “Sent from my iPhone” etc.). A quick read, but I really enjoyed it. We’d love your help. I received Contagious via BzzAgent. 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.