behavioral economics

Why Things Catch On

Contagious Cover ArtFrom Livestrong wristbands and catchy music videos to Google’s new mini-story commercial campaign, companies increasingly rely upon people’s desire to share interesting information with each other.   Jonah Berger’s Contagious: Why Things Catch On isn’t just a marketing manual, it’s an approachable analysis of what exactly gives a product the potential to go viral. He suggests that what wildly popular videos and advertising success stories have in common are a mix of six factors, including social currency, triggers, emotion, and practical value, that make them irresistible to the consuming public.

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