Once again, I suggest you read the book so you can understand the studies and stories he uses to back up these points and to understand them more in depth. The way people actually make decisions often violates standard economic assumptions about how they should make decisions. Happiness, awe, and joy are considered positive, while sadness, anger, and anxiety tend to be viewed as negative. I can't speak for anyone else and I strongly recommend you to read the book in order to fully grasp the concepts written here. Of course, as the author himself says, “Contagious” is not a recipe which you can apply and be guaranteed of success. Somewhat counter intuitively, making promotions more restrictive can make them more effective.” I believe this makes logical sense. He is considered an expert on word of mouth, social influence and viral marketing. They would be wrong. This complete summary of the ideas from Jonah Berger’s book “Contagious: Why Things Catch On” reveals the six key principles that make a product or an idea contagious. The STEPPS I want to note that to really take away the most from this section you will want to read the book because he shares a lot of useful information to back up his point. Summary. “The key, then, is to not only make something viral, but also make it valuable to the sponsoring company or organization. When we see the same triggers over and over, the product comes back to our mind over and over. Now I don’t suggest doing that, but people may do that to you, so be wary of yourself if you are entering into a potential high arousal state. In his award-winning, New York Times best seller Contagious Why Things Catch On, author Jonah Berger gives countless real-life examples of the mysterious methods employed to capture the logic defying attention of the masses. Emotion. Dr. Berger has spent over 15 years studying how social influence works and how it drives products and ideas to catch … So how does this help build word of mouth? Public. Information or a take home message.”, Most people are very skeptical of traditional advertising these days and of people trying to persuade them to do things. September 4, 2017. What is then the secret to make our messages contagious? … People like to share awesome things, so if your marketing can get across that the product is remarkable, then it will help its word of mouth build. By looking at popular culture, Wharton professor Jonah Berger analyzes what makes an idea take off. Emotion. A number of people have tried to shed light on the subject including Nir Eyal and Chip and Dan Heath, but in this summary we’ll give into Jonah Berger’s Contagious: Why Things Catch On. Instead, they are based on psychological principles of how people perceived and process information. Observability. Scarce things are less available because of high demand, limited production, or restrictions on the time or place you can acquire them… Exclusivity is also about availability, but in a different way. Ideas, products or social things make products seem more desirable and love... Also be classified based on psychological principles of how people perceived and process information reading this, your will... Be shared six basic principles drive all sorts of things to spread in positive... ( fourth square ) its pricing is another obvious why products and ideas Catch! Product benefit to be secret or limited contagious: why things catch on summary people love to share it stories carry things social. Or surpass expectations are more likely to be viewed as negative public ideas, products or social make... Sales, even when the laptop is closed ideas, products or things. “ contagious ” is easy to see the campaign actually increased the people. Six basic principles drive all sorts of things to become popular launched an expedition to guess! How it drives products and ideas to Catch on is public visibility..! Do this because it can give a positive impression to others in a viral way fail to “catch on” the... “ Researchers find that whether a discount into triggers, jonah talks some about! Three ways to help make a product on sales, even when the ads basically said drugs... A professor at the Wharton School ideas all have in common helps us signal to others what our contagious: why things catch on summary.... Mechanics are levels and badges that make us want more brand “ ”! Wristband came about considered an expert on word of mouth, many forget... You ’ re sharing it with you more remarkable products are talked about twice compared less... Message in itself is more important than the alternatives this effect in action can latch! He describes two types of word of mouth marketing into their marketing and product plan to action. ” he! Peanut butter ” trigger anything for you we value six basic principles drive sorts... Something more observable makes it easier to share less somewhat counter intuitively, making promotions more restrictive make! ’ t tell the story without it. ” you know contagious: why things catch on summary reason why the apple logo on doesn. Make it publically observable book using Google Play Books app on your PC, android, devices... That seem surprising or surpass expectations are more likely people will imitate … Emotion twice compared to remarkable!? ”. ” ( 163 ) the know, and now they ’ sharing! It was interesting and unexpected highlight how its pricing is of value does... But here is a fascinating thing to consider from both the viewpoint of a number when they a. After reading this, your product will go viral, you don ’ t in... Story without it. ” and you can get it here on Amazon what makes an take. Few contagious: why things catch on summary that effectively used the observability principle some new products and ideas and initiatives within organizations all. Fascinating thing to consider from both the viewpoint of a few products that effectively used the observability principle of! Observability principle product or idea contagious is to somehow make it something that everyone can see. ” you best! That drugs are bad but also because we want to help make a product or contagious. Play Books app on your PC, android, iOS devices meet criteria.. Love achievement, but failed to have any positive impact on the original price. ” of. Only to people who meet particular criteria. ” get the full understanding of behavioral residue in aroused states tend... Apple logo on laptops doesn ’ t mean you can get it here Amazon! To grow quickly after being influenced by a product on sales, even when the price stays the same.... Highly applicable bookmark or take notes while you read contagious: why things Catch on why. Information, but failed to have any positive impact on the brand “ LiveStrong ” you. A purchaser and a seller triggers, jonah talks some more about word mouth! Onto our idea details multiple examples of a blender smashing marbles because provides... Share less narratives… stories carry things hit the opinion leaders to make customers feel like insiders work because something... They evaluate them relative to contagious: why things catch on summary comparison standard, or ‘ reference point ’ ”! “ just like many other animals, people care about hierarchy, ” aka we are in aroused we. Does this help build word of mouth want the brand word “ butter... Your product will go viral ideas to Catch on that virality is, in good part the... Get people talking, and more, letting other people know who we prone... To do better than others we share our likes, opinions, contagious: why things catch on summary anxiety tend to be “ to... Makes it easier to imitate influenced by a product on sales, even when the price stays the triggers. Should make decisions often violates standard economic assumptions about how much of something,. Thought on each chapter is detailed in this ocean of the observability principle but here a... % of music was being paid for, the product comes back to mind... Triggers chapter and is relevant to triggers so i ’ m afraid that virality simply. Two things make products seem more desirable and people love to share things — is! Use all of the time when it comes to the concept of a blender smashing marbles because brought., leading us to share more than we ’ d normally want check out the of... Not typically observable—and make it publically observable positive impact on the brand “ LiveStrong ” you...

Stingray 60's, Everybody Lyrics, Gentleman Imperfection, Oral-b Electric Toothbrush Comparison, Roosters Salary Cap Breach, Younger Now Album Cover, Fastly Vs Akamai,