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Contagious: Why Things Catch on de Jonah Berger

Contagious: Why Things Catch on

Autor Jonah Berger
en Limba Engleză Paperback – 2 mai 2016

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Axiom Business Book Awards (2014)
The "New York Times" bestseller that explains why certain products and ideas become popular. Jonah Berger knows more about what makes information go viral than anyone in the world (Daniel Gilbert, author of the bestseller "Stumbling on Happiness").
"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 "Contagious," 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. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually "increased" drug use, and why more than 200 million consumers shared a video about one of the most seemingly boring products there is: a blender.
"Contagious" provides a set of specific, actionable techniques for helping information spread for designing messages, advertisements, and content 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."
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Specificații

ISBN-13: 9781451686586
ISBN-10: 1451686587
Pagini: 256
Dimensiuni: 140 x 213 x 15 mm
Greutate: 0.23 kg
Editura: Simon&Schuster

Descriere

The "New York Times" bestseller that explains why certain products and ideas become popular. Jonah Berger knows more about what makes information go viral than anyone in the world (Daniel Gilbert, author of the bestseller "Stumbling on Happiness").
"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 "Contagious," 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. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually "increased" drug use, and why more than 200 million consumers shared a video about one of the most seemingly boring products there is: a blender.
"Contagious" provides a set of specific, actionable techniques for helping information spread for designing messages, advertisements, and content 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."

Notă biografică

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. He has consulted for a range of Fortune 500 companies, keynoted hundreds of events, and popular accounts of his work often appear in places like The New York Times, The Wall Street Journal, and Harvard Business Review. His research has also been featured in the New York Times Magazine’s “Year in Ideas.”

Recenzii

"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"
"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, Harvard College Professor of Psychology at 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
"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"

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