Contagious: Why Things Catch On

Discover the secrets behind the popularity of products and ideas in this New York Times bestseller.

"Jonah Berger knows more about what makes information 'go viral' than anyone in the world." - Daniel Gilbert, author of the bestseller Stumbling on Happiness

If you think advertising is the key to making things popular, think again. People don't pay attention to advertisements; they listen to their peers. But what causes certain products and ideas to be discussed more than others? Why do some stories and rumors spread like wildfire? And what makes online content go viral?

For the past decade, Jonah Berger, a marketing professor at Wharton, has been unraveling these mysteries. He has examined why specific articles in The New York Times make it to the paper's Most E-mailed list, how products generate word of mouth, and how social influence shapes our choices, from the cars we drive to the clothes we wear and even the names we give our children.

In "Contagious," Berger reveals the secret science behind word-of-mouth and social transmission. Uncover the six fundamental principles that drive the contagiousness of things, whether they are consumer products, policy initiatives, workplace rumors, or YouTube videos. Delve into the story of a luxury steakhouse that gained popularity through an unexpected item, understand why anti-drug commercials may have inadvertently increased drug use, and explore how over 200 million consumers shared a video about an ostensibly mundane product like a blender.

"Contagious" provides actionable techniques for effectively spreading information -- design messages, advertisements, and content that people will willingly share. Whether you're a manager at a large corporation, a small business owner striving to increase awareness, a politician running for office, or a health official working to disseminate crucial information, "Contagious" will equip you with the strategies to make your product or idea catch on.