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    Summary and Analysis of Contagious: Why Things Catch On: Based on the Book by Jonah Berger
    Summary and Analysis of Contagious: Why Things Catch On: Based on the Book by Jonah Berger
    Summary and Analysis of Contagious: Why Things Catch On: Based on the Book by Jonah Berger
    Ebook38 pages29 minutes

    Summary and Analysis of Contagious: Why Things Catch On: Based on the Book by Jonah Berger

    By Worth Books

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    About this ebook

    So much to read, so little time? This brief overview of Contagious tells you what you need to know—before or after you read Jonah Berger’s book.

    Crafted and edited with care, Worth Books set the standard for quality and give you the tools you need to be a well-informed reader.
     
    This short summary and analysis of Contagious includes:
    • Historical context
    • Chapter-by-chapter overviews
    • Detailed timeline of key events
    • Important quotes
    • Fascinating trivia
    • Glossary of terms
    • Supporting material to enhance your understanding of the original work
    About Contagious by Jonah Berger:
     
    Contagious: Why Things Catch On examines why certain media goes viral—videos, articles, memes—and others never get shared at all. By looking at popular culture, Wharton professor Jonah Berger analyzes what makes an idea take off.
     
    Based on his own research and the insights gleaned from 15 years of studying marketing, Berger’s New York Times–bestselling book teaches readers why popular content is popular, and how they can make their own ideas and products truly contagious.
     
    The summary and analysis in this ebook are intended to complement your reading experience and bring you closer to a great work of nonfiction.
     
    LanguageEnglish
    PublisherOpen Road Integrated Media
    Release dateMar 21, 2017
    ISBN9781504044738
    Summary and Analysis of Contagious: Why Things Catch On: Based on the Book by Jonah Berger
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      Book preview

      Summary and Analysis of Contagious - Worth Books

      Contents

      Context

      Overview

      Summary

      Cast of Characters

      Direct Quotes and Analysis

      Trivia

      What’s That Word?

      Critical Response

      About Jonah Berger

      For Your Information

      Bibliography

      Copyright

      Context

      Contagious by Jonah Berger was released on March 5, 2013. Like Malcolm Gladwell’s The Tipping Point and Dan and Chip Heath’s Made to Stick: Why Some Ideas Survive and Others Die, the book focuses on why certain ideas or products become popular while others don’t. Unlike The Tipping Point, written before YouTube even existed, Berger examines viral YouTube videos and content shared online.

      The book achieved widespread success, becoming a New York Times and Wall Street Journal bestseller. As a professor at the Wharton School of Business, Jonah Berger has studied viral content and why it is infectious. In Contagious, he breaks down the principles of what makes content popular, isolating six key factors, which he calls STEPPS. His approach has become popular, and the success of Contagious led to his second book, Invisible Influence, released in 2016.

      Overview

      Contagious looks at psychological research to discover what makes ideas or products go viral. The author, Jonah Berger, examines case studies of products that have taken the world by storm. These exceptional instances all share key traits—things that make them contagious. Berger classifies them as STEPPS:

      S is for Social Currency—something that makes people look smart or in the know.

      T is for Triggers—an idea, event, or association that encourages people to take action in response to the trigger.

      E is for Emotion—feelings that activate our senses, whether by creating a sense of awe, excitement, or anger, all promote the sharing of ideas and products.

      P is for Public—ideas or products that are shared and consumed in public are more likely to be contagious, because a wide variety of people are exposed to these ideas.

      P is for Practical Value—something that might seem boring, but is just so useful that people can’t help sharing or talking about it.

      S is for Stories—stories have existed since the dawn of humanity,

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