Contagious - Why Things Catch On

Jonah Berger

Key Insights from "Contagious - Why Things Catch On"

  • Social Transmission: Ideas, products or messages spread much like viruses do.
  • Six Key STEPPS: The book identifies six principles that make things contagious: Social Currency, Triggers, Emotion, Public, Practical Value and Stories.
  • Social Currency: People share things that make them look good or help them compare favorably to others.
  • Triggers: Ideas that are top of mind spread. Like parasites, such ideas bind themselves to stories, events or environments.
  • Emotion: Emotional arousal, whether positive (awe) or negative (anger or anxiety), boosts transmission.
  • Public: Making things more observable makes them easier to...

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Constantin Bueker DE

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Ben Brook

Ben Brook GB

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