Contagious: Why Things Catch On

by Jonah Berger

Jonah Berger is a professor at the renowned Wharton School and an expert in viral marketing. In his book Contagious, Berger explains that virality is rarely a matter of chance and why some ideas, products, or stories take off – while others gather dust on the shelf.

Berger has identified six principles ("STEPPS") that make content so "contagious" that people are eager to share it:

1. Social Currency: People share things that make them look special, clever, or "on trend."
2. Triggers: Content that is frequently prompted by everyday situations (such as certain words or contexts) stays in conversation longer.
3. Emotion: Anything that evokes strong feelings – whether amazement, anger, or joy – is more likely to be passed on.
4. Public: The more visible something is to others, the more likely it is to be imitated or spread.
5. Practical Value: Useful tips and practical information are happily shared because they help others.
6. Stories: Good stories effortlessly convey messages and are therefore often retold.

Berger explains these principles vividly with plenty of entertaining examples, surprising studies, and little anecdotes – from viral YouTube clips for kitchen gadgets to $100 sandwiches.

The book is scientifically grounded, yet entertaining and easy to read. Berger provides practical tips you can apply right away – whether you run a startup, create content, or just want to know why everyone is talking about the latest meme. Not every theory is brand new, but the combination of science and storytelling provides real added value.

A recommendation for anyone who wants to understand how viral marketing really works – from social media professionals to curious newcomers.

🎧 Suitable as an audiobook? Absolutely – the many stories and examples work wonderfully on the go as well.

Buy book at Amazon *

Genres

Marketing Influence Social Psychology Digital Marketing Business Strategy Behavioral Economics Persuasion Psychology