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This book is all based on his academic research about 𝐰𝐡𝐚𝐭 𝐠𝐞𝐭𝐬 𝐭𝐡𝐢𝐧𝐠s 𝐬𝐡𝐚𝐫𝐞𝐝; or, in other words, “word of mouth” .

Why is word-of-mouth a topic worth a book?
Because it's the primary factor behind 20% to 50% percent of all purchasing decisions and it’s more targeted and persuasive than traditional advertising.

Berger talks about 𝟓 𝐩𝐫𝐢𝐧𝐜𝐢𝐩𝐥𝐞𝐬 that, according to his research, activate word of mouth:
- Social currency: We share things that make us look good.
- Triggers: Top of mind, tip of tongue.
- Emotions: When we care, we share.
- Public: Built to show, built to grow.
- Practical value: News you can use.
- Stories: Information travels under the guise of idle chatter.

Nowadays we all spend more and more time online.
One thing got my attention in this book:
“Only 7% of word of mouth happens on-line. Offline word of mouth is much more important”.

That's good news....

Una persona l'ha trovato utile

Ottimo test per il marketing e per il copywriting

Fabrizio Cucciniello

Recensito in Italia il 28 ottobre 2020

davvero un gran libro località particolarmente parla e spiega bene le dinamiche della di realizzazione dei contenuti quelle che fanno sicuramente bene a una strategia di marketing i contenuti ripensati dopo aver letto questo libro sicuramente avranno un boost in più consigliato tutte le persone che lavorano nell'ambito della comunicazione marketers copywriter responsabile marketing in generale

Una persona l'ha trovato utile

Dina N.

Very nice read

Recensito in Italia il 9 febbraio 2014

I enjoyed the book a lot. It has many examples, but as with so many other books, the examples are mostly US based. But it does contain a lot of practical advice about what makes things "catch on".

Philip Nigel Taylor

Best book in 10 years

Recensito in Italia il 7 giugno 2013

I work as a management consultant in Italy .
I' m hugely pikky about management books

Prof Berger has produced a brilliant book .

I get the luxury of organising and conducting really new format events . On the last we did in the High Technology Network Emilia Romagna Italy , I did some "reverse engineering" to check our research event ideas against Jonah Berga's excellent 6 point analysis .

If you want to get away from boring deja' vu ideas, the book is really excellent
Internal , external communication, web stuff, campaigns ......

Its a landmark piece of work
I' ve been looking for this book for 5 years

All my clients like it too
And the professors in our Research Network

Why?
Because its packed with
A) really professional research. Sadly lacking in most managerial books today
B) tons of real and practical examples

Complimenti!

6 persone l'hanno trovato utile

mariagrazia

Interessante

Recensito in Italia il 24 gennaio 2021

Un bel libro, letto velocemente perché stimola l'attenzione ad ogni paragrafo. Ti fa comprendere meglio i meccanismi delle scelte e del passaparola. Molto utile

Recensito in Italia il 2 luglio 2021

Lettura molto interessante, un must per chi lavora nel marketing digitale.

Chiaro, diretto, applicabile

GiovanniB

Recensito in Italia il 17 giugno 2017

Ottimi spunti e consigli applicabili subito, uno dei migliori libri a mio parere sul marketing moderno, in un'epoca in cui tutti scrivono di tutto senza cognizione.
Il framework è ben descritto con esempi conosciuti a tutti e quindi comprensibili.
Consigliato.

Recensito in Italia il 9 settembre 2017

A great book that explain how things get viral. Just follow the recipe and make noise! You have to put this in your shelf.

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Le recensioni migliori da altri paesi

Cliente Amazon

Amazing book!!!

Recensito in Brasile il 12 maggio 2022

Probably, I have mentioned this books 10 times to friends while reading it - word of mouth. Full of examples on how to put effective marketing techniques in practice! Thanks Jonah for sharing!

Nila

Empfehlenswert

Recensito in Germania il 30 dicembre 2023

Das Buch ist unglaublich gut geschrieben

fikashi financial services

No words to express my gratitude to Jonah

Recensito in India il 29 ottobre 2023

Jonah is a great storyteller. Lucky are the readers & students who are learning marketing from him.
Once you start a chapter, it's difficult to leave the book until you complete it.

This is a 100% practical book & I am using lots of lessons in our own business.
Thank you for everything, Jonah

Jaclyn Ryan

Very good read!!

Recensito negli Stati Uniti il 11 ottobre 2020

New york time’s best seller, “Contagious: why things catch on”, by Jonah Berger, goes through many examples of the methods used to catch the attention of the majority of people, and what gets ignored. Berger says “regardless of how plain or boring a product or idea may seem, there are ways to make it contagious…”. The author presents real life examples to illustrate points in order to inform the reader on why things catch on, in a marketing perspective. Berger has studied why things go “viral” and claims that most communications of products are not through the internet, but by word-of-mouth. This book is useful when learning about why some businesses fail and others have booming businesses. It is split up by the acronym STEPPS- Social currency, Triggers, Emotion, Public, Practical value, and Stories, with examples of real businesses in each, which is also useful.
Traditional marketing suggests that the factors that determine a business’ or product’s success are quality, price, and the advertising. Berger explains that it is much deeper than that, and that the more important factors are word-of-mouth transmission and social influence. Word-of-mouth is much more effective because it is persuasive, because people trust more what others recommend rather than what they see on T.V. or social media. This was very interesting to read and I agree with his points- and the numbers prove it accounts for 20-50% of all purchasing decisions. Shockingly, only 7% of word-of-mouth advertising is done through social media.
The author's main arguments are split up by the STEPPS acronym, and each is successfully argued with facts and experience. The first chapter starts with Social currency. This chapter puts emphasis on being “in the know” on something, and wanting to share it with others. The example Berger used was the hot dog restaurant having a secret bar hidden with a secret door in a phone booth. The restaurant and bar have done well for years because people feel like they are “in the know” and recommend it to others, as if they are a part of some big secret. The next chapter, Triggers, is about how one thing triggers another. Such as buying coffee and donuts, peanut butter and jelly, and specifically in the book it is mentioned that the Mars candy company saw a spike in sales during the time in 1997 when NASA was organizing a mission to Mars. Emotion is all about how when something provokes emotion or inspires you, you are more likely to share it. Public is about how people imitate others, with the example of how people are more likely to choose a restaurant or store that has more people in it, and to walk past the ones that are empty. Next, practical value is about how important information is more useful to share, and relies heavily on buyer behavior because people like to help others . Finally, stories explains how a good story is likely to be told especially when it provokes emotion, and thus makes people want to share it with others.
In my opinion, “Contagious: why things catch on” by Jonah Berger is a very interesting read with useful information. As soon as you pick up the book it is difficult to put it down, as it keeps the audience engaged and interested. It is very easy to understand and it allows the reader to put into perspective that marketing is deeper than just advertising on social media. This book could be particularly very useful to students who are interested in studying marketing, interested in psychology and why people are influenced by certain things and not others, or people who have plans to start a business- or just anyone on social media. “Contagious” could even be useful to people who simply do not want to be manipulated by businesses and gain the ability to see through the different marketing strategies. Not only are you given real life scenarios and statistics, but also you are shown proof on how STEPPS can help create a booming business. The stories that are provided are especially useful as they keep the reader engaged while also providing useful information. The only negative of this book I found was the way it is written, as it repeats a lot and could be interpreted as reading a children’s book, and some may get a bit bored. Readers may want to skip over parts as it repeats the same ideas during the chapter and may find it to be a bit redundant at times.
Overall the information is useful enough that I did not mind it too much as I found it just makes it a quick read on why things go viral and how businesses manipulate customers. I enjoyed reading this book, and if you plan on developing a marketing plan or strategy for your business, “Contagious: why things catch on” would be useful to test the strategies to make sure it would be successful. The author successfully explains the STEPPS to making a business successful and used his own education and research to back up the claims being made. The book did not really come off as persuasive, just informative of what works and what does not. I definitely recommend this book to anyone who wants to know more about how marketing strategies work and how companies can manipulate you.
Similar books to “Contagious” include: "Diffusion of Innovations," by Everett Rogers, “Influence” by Robert B. Cialdini, and “The Nuclear Effect” by Scott Oldford. Jonah Berger also has other books that talk about marketing and how to influence other people, such as “The Catalyst” and “Invisible Influence”. Overall, “Contagious” by Jonah Berger is an excellent book to start off with if you want to understand the aspects of marketing and advertising and what can make a company successful, especially when today it is harder than ever to find what will stick to consumers, this book brings about the most effective and prosperous ways on making your product or business contagious.

17 persone l'hanno trovato utile

Yarely C

Recomendable

Recensito in Messico il 7 ottobre 2020

Muy buen libro, conceptos interesantes para conocer a tu consumidor y lograr contagiar un producto, servicio o idea.