Contagious
by Jonah Berger
Why do some ideas go viral while others fade away? A Wharton professor reveals the six principles that make things catch on.
Spoiler Warning
This review may contain spoilers. Read at your own discretion if you haven't finished the book yet.
Why Things Catch On
Contagious reveals the science behind why some products, ideas, and behaviors spread like wildfire.
The Concept
Jonah Berger presents six key STEPPS that drive things to become contagious: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. Each principle is backed by research and illustrated with compelling examples.
What Works
Research-Based
Berger backs up his claims with solid academic research.
Memorable Framework
The STEPPS acronym makes the concepts easy to remember and apply.
Engaging Examples
From $100 cheesesteaks to viral videos, the cases are fascinating.
Practical Application
Each principle comes with actionable takeaways.
Considerations
Business-Focused
Some examples feel more relevant to marketers than general readers.
Overlapping Concepts
Some principles blend together in practice.
Final Thoughts
Contagious is an insightful look at what makes ideas spread. Whether you're in marketing or just curious about human behavior, there's value here.
Rating: 4.0/5
Best for: Marketers, entrepreneurs, and anyone curious about why some ideas take off while others don't
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