Contagious : How to Build Word of Mouth in the Digital Age
Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth. Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.But want to know the best thing about word-of-mouth? It's available to everyone.Whether you're a Fortune 500 company trying to increase sales, a corner restaurant trying to raise awareness, a non-profit trying to fight obesity, or a newbie politician running for city council, word-of-mouth can help you succeed. And you don't have to have millions of dollars to spend on an advertising budget. You just have to get people to talk.The challenge, though, is how to do that. This book will show you how.
- Electronic book text | 256 pages
- 14 Mar 2013
- Simon & Schuster Ltd
- London, United Kingdom
"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." "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." "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 "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 "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 "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 ""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 " "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 " "Think of it as the practical companion to Malcolm Gladwell's "The Tipping Point.""--Tasha Eichenseher "Discover "
About Jonah Berger
Jonah Berger is the James G. Campbell Jr. Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania. He studies social influence and social epidemics, or how products, ideas, and behaviours catch on and become popular. This book is based on a popular, award-winning course Berger teaches at Wharton to undergraduates, MBAs and Executives. His research has been published in top-tier academic journals in psychology, economics, marketing and management, and popular accounts of his work have appeared in the New York Times, Wall Street Journal, NPR, Science, Harvard Business Review, Sloan Management Review, Wired, Business Week, The Atlantic, and The Economist. His research has 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, including the Iron Professor Teaching Award and the MBA Curricular Innovation Award from the Wharton School and best paper honourable mention from the Journal of Consumer Research. The Marketing Science Institute named him one of the top young scholars in the field.