Contagious: Why Things Catch On

Contagious by Jonah Berger delves into the science behind why certain products, ideas, and behaviors become popular. Drawing from extensive research, Berger identifies six key principles that drive people to share content and influence others:

Social Currency: People share things that make them look good or enhance their status.

Triggers: Top-of-mind cues that prompt people to think about related things.

Emotion: When we care, we share. Emotional content is more likely to be passed on.

Public: Making behavior observable makes it easier to imitate, leading to increased adoption.

Practical Value: Useful information is more likely to be shared.

Stories: People don't just share information; they tell stories.

Berger illustrates these principles with engaging examples, from viral videos to successful marketing campaigns, providing actionable insights for anyone looking to make their product or idea catch on.