In this session of the smart passive income podcast, im really excited to chat with jonah berger, a marketing professor at whartons school at the university of pennsylvania and author of his new book, contagious. Expand your book club a conversation with jonah berger about jonah berger notes. Why things catch on by wharton associate marketing professor jonah berger is the latest attempt, and it offers some new examples and a new mnemonic for creating stuff that spreads. Bergers research has revealed that there are 6 main factors that help explain social pandemics.
The book is particularly interesting and possible in the age of the internet where concepts, media, and. View contagious jonah berger summary from economics 7500 at middle tennessee state university. Wharton marketing professor jonah berger has spent the last decade answering these questions. Jonah is a professor of marketing at the wharton school at the university of pennsylvania. Download for offline reading, highlight, bookmark or take notes while you read contagious.
Simply highlight the text youd like to annotate and click. Jul 16, 2014 ebook is an electronic version of a traditional print book this can be read by using a personal computer or by using an ebook reader. Jonah berger marketing professor the wharton school. If you want your product or idea to be shared, you should craft it so that it creates social currency for people by making it somehow remarkable. The book is specifically focuses on why things catch on and why things spread. His research has also been featured in the new york times magazines. Apr 03, 20 it is just such a project that wharton marketing professor and writer jonah berger has been engaged in for much of his career, and in his new book contagious. The book is particularly interesting and possible in the age of the internet where concepts, media, and stories can spread so fast and so easily. Jonah berger is as creative and thoughtful as he is spunky and playful. Going viral is, at its heart, people telling their friends about something interesting, useful, funny, or just plain cool.
An ebook reader can be a software application for use on a computer such as microsofts free reader application, or a book sized computer this is used solely as a reading device such as nuvomedias rocket ebook. Hes a worldrenowned expert on social influence, word of mouth, and why products, ideas, and behaviors catch on and has published over 50 papers in toptier. This book is based on a popular, awardwinning course berger teaches at wharton to. Jonah berger is a professor at the wharton school at the university of pennsylvania. Berger is a worldrenowned expert on change, word of mouth, influence, consumer behavior, and how products, ideas, and behaviors catch on. If the content or product helps people save time, save money, improve health, etc then it is more likely to be shared. Ill admit that i enjoyed reading jonah bergers contagious. Why things catch on, jonah berger, an assistant professor of marketing at the university of pennsylvanias wharton school, explores the science of popularity in an age. Similar to malcolm gladwells, the tipping point, which was published in 2000, contagious differs. Jonah berger is a marketing professor at the wharton school at the university of pennsylvania, an internationally bestselling author, and a worldrenowned expert on change, influence, word. Berger says marketers have been obsessed with the wrong part of. Contagiousjonahbergersummary a summary of the book. Contagious pdf summary by jonah berger explains which techniques are most adequate for generating buzz and how to achieve great results.
Jonah berger combines groundbreaking research and powerful stories as he sheds light on why things become popular. View contagiousjonahbergersummary from economics 7500 at middle tennessee state university. In contagious, berger walks listeners through the six steps that make products or ideas catch on. Charles duhigg, author of the power of habit if youre like most people, you think your individual tastes and opinions drive your choices and behaviors. March 5, 20 a marketing professor at the wharton school explains how fads are generated and why certain products, ideas and behaviors gain social currency. Aug 07, 20 before reading this book i was very critical of anyone that tried to sell me a magic potion that would make things viral. Why things catch on, berger reports on his findings. He studies social influence and social epidemics, or how products, ideas, and behaviours catch on and become popular. Social currency, triggers, emotion, public, practical value, and stories. Jonah berger introduces his book by discussing the importance of word of mouth marketing. So much so that the disney way of enchanting customers is a worldfamous book in business and the company itself is a benchmark in customer service and.
Why things catch on and genius swag, add an annotation to this chapter of the book. Category business i cant remember the last time a business book had me up all night reading. Hes a worldrenowned expert on social influence, word of mouth, and why products, ideas, and behaviors catch on and has published over 50 papers in toptier academic journals. 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. Bergers dismantling of gladwell is at the core of the class and his new book, contagious. This post is part of a series on viral marketing for nonprofits. It is just such a project that wharton marketing professor and writer jonah berger has been engaged in for much of his career, and in his new book contagious.
As i read it, however, it quickly became quite ironic how similar the concepts and ideas presented were nearly identical to those laid out by the late everett ev rogers in his seminal work diffusion of innovations, which was first published in 1962 and is still in print. Contagious, why things catch on by jonah berger, published by simon and schuster. Why things catch on is a study of the various factors that result in this kind of popularity. If theres one book youre going to read this year on how ideas spread, its this one. Assistant professor of marketing at the wharton school at the university of pennsylvania. Membaca contagious, sebenarnya formula yang dipakai berger di buku ini pernah gue temui di beberapa risetnya yang banyak membahas topik so. Facebook and twitter can play a role in this, but surprisingly, writes the author, only 7 percent of word of mouth happens online. Based on 15 years of rigorous academic research, he put together a framework for making anything contagious using the acronym stepps. Rather, the author takes an holistic approach, reorganizing and breaking down the content for easier understanding where necessary, and cutting out the repetition. Jonah berger in his latest book, invisible influence. In todays world, where things seem to rapidly go viral, given the presence of social media, contagious. When, why, and how controversy causes conversation zoey chen jonah berger how does controversy affect conversation.
Although i am retired i found this book fascinating on several levels. Berger uses the acronym stepps to describe the attributes of a product or an idea that goes viral. An awardwinning scholar and teacher whose work has been featured in the new york times, wall street journal, and other top publications, jonah berger is widely recognized as a marketing expert. Contagious by jonah berger overdrive rakuten overdrive. A summary of the book contagious why things catch on by jonah berger summary by kim hartman this is a. The hidden forces that shape behavior, asks us marketers to stop and first uncover the factors that influence buyers. Learn how to master the hidden forces that shape behavior pre order invisible influence today snag more valuable free resources at 11 invisible influence ways.
Berger has been recognized with a number of awards for both scholarship and teaching. Why things catch on, there are six ingredients associated with messages, products, or ideas that go viral. A real pleasure to welcome jonah berger to intrepid radio. Written a fascinating book that brims with ideas and tools for how to think about the world. Why things catch on, a 2016 new york times bestseller, and invisible influence. Facebook gives people the power to share and makes the. You wear a certain jacket because you liked how it looked. In his awardwinning, new york times best seller contagious why things catch on, author jonah berger gives countless reallife examples of the mysterious methods employed to capture the logic defying attention of the masses.
The dynamic young wharton professor draws on his research to explain the six steps that make products or ideas contagious. Mar 05, 20 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. Contagious by jonah berger falls into that genre and definitely lives up to the classics in the field. Jonah berger is an associate professor of marketing at the wharton school at the university of pennsylvania. Charles duhigg, author of the power of habit from the very first page, this book will change the way you look at yourselfand others. Jonah bergers 6 stepps of viral marketing were first materialized when berger, marketing professor at the wharton school, took the marketing world by storm earlier this year when he released contagious. Jonah bergers contagious shouldnt cause an epidemic. You must truly have and highlight the incredible value what you have. Daniel gilbert, author of the bestseller stumbling on happiness what makes things popular.
Why things catch on, jonah berger, an assistant professor of marketing at the university of pennsylvanias wharton school, explores the science of popularity in. The ideas in jonah bergers contagious arent new, but they are contagious. I make affiliate commission if you purchase through this link. Hes studied why new york times articles make the papers own most emailed 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. Join facebook to connect with jonah berger and others you may know. Everyday low prices and free delivery on eligible orders. Before reading this book i was very critical of anyone that tried to sell me a magic potion that would make things viral.
Jonah berger is the rare sort who has studied the facts, parsed it from the fictionand performed groundbreaking experiments that have changed the way the experts think. Mar 05, 20 the new york times bestseller that explains why certain products and ideas become popular. As i read it, however, it quickly became quite ironic how similar the concepts and ideas presented were nearly identical to those laid out by the late everett ev rogers in his seminal work diffusion of innovations, which was first published in 1962 and is. Jonah berger proposes six principles that can be used in making a message more contagious. Jonah berger, new york times best selling author titled contagious. Mar 01, 20 contagious, why things catch on by jonah berger, published by simon and schuster. Give your product and its owner social status by making it and those who owntalk about it. Contagious enough that he decided to write about them again. If your creative brief states that the objective is to make the campaign go viral, than im sorry but its going to fail but whats so great about jonahs book is that he provides with you the steps, pardon the.
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