Contagious by Jonah Berger Summary

Contagious by Jonah Berger explores why certain ideas, products, or behaviors go viral. It identifies six psychological principles (STEPPS)—Social Currency, Triggers, Emotion, Public, Practical Value, and Stories—that drive word-of-mouth transmission. Through case studies like the viral Blendtec blender videos and anti-drug PSAs, Berger reveals how to craft contagious content for marketing, social causes, or political campaigns.

Marketers, entrepreneurs, and business leaders seeking to amplify brand awareness will benefit from Berger’s research-backed strategies. Nonprofits, policymakers, and content creators can also apply its principles to drive social change or viral campaigns. The book suits anyone interested in behavioral psychology, viral trends, or practical frameworks for social influence.

Berger’s STEPPS framework includes:

• Social Currency: Sharing makes people look good (e.g., exclusive clubs).
• Triggers: Everyday cues that keep ideas top-of-mind (e.g., Kit Kat’s link to coffee).
• Emotion: High-arousal feelings (awe, anger) drive sharing.
• Public: Observable behaviors encourage imitation (e.g., Apple’s white earbuds).
• Practical Value: Useful information gets shared (e.g., life hacks).
• Stories: Narratives embed messages (e.g., Subway’s Jared campaign).

While Malcolm Gladwell’s The Tipping Point focuses on influencers and context, Berger emphasizes psychological drivers like emotion and practicality. Contagious provides a structured framework (STEPPS) for engineering virality, whereas Gladwell explores broader societal factors. Both books complement each other in understanding social epidemics.

Notable quotes include:

• “Top of mind leads to tip of tongue”
• “When we care, we share”
• “People don’t just share information, they tell stories”

These emphasize the role of triggers, emotion, and narrative in viral content.

• Leverage Social Currency: Create exclusivity (e.g., loyalty programs).
• Use Triggers: Link products to daily routines (e.g., Kit Kat + coffee).
• Craft Stories: Embed brand messages in relatable narratives (e.g., customer success stories).
• Highlight Practical Value: Share data-driven tips or discounts.

• Blendtec’s “Will It Blend?”: A blender destroying phones went viral, boosting sales.
• Cheesesteak at Barclays Prime: A luxury restaurant’s $100 cheesesteak generated buzz.
• Anti-Drug PSAs: Some campaigns unintentionally increased teen curiosity.

Yes. Berger draws from decade-long studies, including analyses of New York Times articles, product reviews, and social media trends. His Wharton School research on word-of-mouth transmission forms the book’s foundation.

Some argue the STEPPS framework oversimplifies virality, neglecting cultural or technological context. Others note limited guidance on sustaining long-term engagement post-virality. However, the book remains a benchmark for actionable marketing strategies.

With 72% of consumers trusting peer recommendations over ads, Berger’s principles help brands navigate social media algorithms and short-form video trends. Strategies like emotion-driven TikTok campaigns or LinkedIn thought-leadership stories align with STEPPS.

Shortform and Readingraphics offer concise summaries with infographics and audio versions. Berger’s website (jonahberger.com) also provides supplemental resources, including case studies and speaking engagements.

• Made to Stick by Chip Heath: Creating memorable ideas.
• Hooked by Nir Eyal: Building habit-forming products.
• Influence by Robert Cialdini: Psychology of persuasion.