“Contagious: Why Things Catch On” by Jonah Berger explores the underlying principles that make products, ideas, and behaviors go viral. Berger, a marketing professor at the Wharton School, distills years of research into six key principles he calls the STEPPS: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. By understanding and applying these principles, businesses and individuals can create content and products that are more likely to be shared and talked about, thereby increasing their reach and impact.
This book is ideal for marketers, entrepreneurs, content creators, and anyone interested in understanding the science behind word-of-mouth marketing and virality. “Contagious” remains relevant with its timeless principles, though readers should stay updated on the latest social media trends and digital tools to fully leverage these insights in the current landscape. After reading “Contagious,” readers should consider “Made to Stick: Why Some Ideas Survive and Others Die” by Chip Heath and Dan Heath, which delves deeper into what makes ideas memorable. Other alternative books include “Influence: The Psychology of Persuasion” by Robert Cialdini and “The Tipping Point: How Little Things Can Make a Big Difference” by Malcolm Gladwell.
