What is *Contagious: Why Things Catch On* about?

*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.

Who should read *Contagious: Why Things Catch On*?

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.

What are the 6 STEPPS in *Contagious*?

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).

How does *Contagious* differ from *The Tipping Point*?

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.

What are key quotes from *Contagious*?

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.

How can businesses apply *Contagious* principles to marketing?

* **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.

What case studies does Jonah Berger use in *Contagious*?

* **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.

Is *Contagious* supported by research?

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.

Contagious Summary, PDF, EPUB, Audio

Contagious

Jonah Berger

3.98 (32551 Reviews)

Psychology Business Entrepreneurship

概要

主なポイント

著者

よくある質問

Discover why ideas truly go viral in "Contagious" - the New York Times bestseller that challenges Malcolm Gladwell's theories with six scientifically-proven principles. Named 2014's Best Marketing Book, Berger reveals the surprising psychology behind what makes content irresistibly shareable.

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知識を魅力的で例が豊富な洞察に変換

フラッシュカード9件の洞察

キーアイデアを瞬時にキャプチャして素早く学習

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楽しく魅力的な方法で本を楽しむ

「Contagious」のベストクォート

We suffer more in imagination than in reality.

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『Contagious』は単なる本ではありません—Psychologyのマスタークラスです。あなたに最適な方法でレッスンを吸収できるよう、5つのユニークな学習モードを用意しています。深く考える人も、素早く学ぶ人も、物語が好きな人も、あなたのスタイルに合ったモードがあります。

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"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

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"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

コロンビア大学卒業生がサンフランシスコで開発

BeFreedは20万人以上の好奇心旺盛な仲間が集うグローバルコミュニティ

BeFreedがウェブ上でどのように話題になっているかをもっと見る

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

1.5K Ratings4.7

今すぐ学習の旅を始めよう

この要約をダウンロード

Contagiousの要約をPDFまたはEPUBで無料でダウンロード。印刷やオフラインでいつでもお読みいただけます。

Contagious

Jonah Berger

3.98 (32551 Reviews)

Psychology Business Entrepreneurship

概要

主なポイント

著者

よくある質問

あなたに合った学び方を探す

クイックサマリー9分

著者の声を通じて本を感じる

深堀り42分

知識を魅力的で例が豊富な洞察に変換

フラッシュカード9件の洞察

キーアイデアを瞬時にキャプチャして素早く学習

エンタメ24分

楽しく魅力的な方法で本を楽しむ

「Contagious」のベストクォート

We suffer more in imagination than in reality.

重要なポイント

The Invisible Force Behind Every Trend

00:00

A $100 cheesesteak made national headlines. A grainy video of an 86-year-old man shucking corn racked up 5 million views. Meanwhile, million-dollar ad campaigns vanished without a trace. What separates ideas that spread from those that die in obscurity? It's not luck, and it's not about finding the "right" influencers. There's a science to virality-a set of psychological principles that determine whether your message catches fire or fizzles out. Understanding these forces means understanding why we share what we share, and how ordinary products can generate extraordinary buzz. Every day, Americans have over 16,000 conversations about products and brands. These casual exchanges-not glossy advertisements-drive between 20 and 50 percent of all purchasing decisions, generating $6 trillion in annual consumer spending. When your friend recommends a restaurant, you trust them 50 times more than you'd trust an ad for the same place. Why? Because friends tell the truth. They share both the good and the bad, while advertisements only show you what they want you to see. This inherent trust makes personal recommendations exponentially more powerful than even the slickest marketing campaign. Word of mouth also reaches exactly the right people at exactly the right time. When you discover an amazing hiking trail, you don't tell everyone you know-you specifically share it with friends who love the outdoors. This natural filtering means recommendations flow to the most receptive audiences, often when the information is most relevant.

Social Currency and the Psychology of Looking Good

Triggers and the Breakfast Cereal That Beats Disney

Emotion and the Power of Physiological Arousal

Public Visibility and Making the Private Observable

Practical Value and the Viral Corn Video

Stories as Trojan Horses for Your Message

あなたに合った学び方を探す

クイックサマリー

『Contagious』を9分で要約

『Contagious』の核心的なアイデアを分かりやすいポイントに分解し、革新的なチームがどのように創造、協力、成長するかを理解します。

00:00

フラッシュカード

『Contagious』から厳選した9の洞察

『Contagious』を素早い記憶のヒントに凝縮し、率直さ、チームワーク、創造的な回復力の主要原則を強調します。

エンタメ

『Contagious』のレッスンを24分のストーリーで

鮮やかなストーリーテリングを通じて『Contagious』を体験し、イノベーションのレッスンを記憶に残り、応用できる瞬間に変えます。

00:00

パーソナライズ

あなた自身の方法で『Contagious』を体験。

何でも質問し、声を選び、本当にあなたに響く洞察を一緒に作り出しましょう。

コロンビア大学卒業生がサンフランシスコで開発

BeFreedは20万人以上の好奇心旺盛な仲間が集うグローバルコミュニティ

BeFreedがウェブ上でどのように話題になっているかをもっと見る

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

コロンビア大学卒業生がサンフランシスコで開発

BeFreedは20万人以上の好奇心旺盛な仲間が集うグローバルコミュニティ

BeFreedがウェブ上でどのように話題になっているかをもっと見る

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

1.5K Ratings4.7

今すぐ学習の旅を始めよう

この要約をダウンロード

Contagiousの要約をPDFまたはEPUBで無料でダウンロード。印刷やオフラインでいつでもお読みいただけます。

「Contagious」のベストクォート

「Contagious」のベストクォート

おすすめの本

重要なポイント

The Invisible Force Behind Every Trend

Social Currency and the Psychology of Looking Good

Triggers and the Breakfast Cereal That Beats Disney

Emotion and the Power of Physiological Arousal

Public Visibility and Making the Private Observable

Practical Value and the Viral Corn Video

Stories as Trojan Horses for Your Message

おすすめの本

重要なポイント

The Invisible Force Behind Every Trend

Social Currency and the Psychology of Looking Good

Triggers and the Breakfast Cereal That Beats Disney

Emotion and the Power of Physiological Arousal

Public Visibility and Making the Private Observable

Practical Value and the Viral Corn Video

Stories as Trojan Horses for Your Message

Contagious by Jonah Berger Summary

Overview of Contagious

Similar books to Contagious

「Contagious」のベストクォート

クイックサマリーモード - 『Contagious』の要約を9分で読む・聴く

フラッシュカードモード - 『Contagious』から厳選した9の洞察

エンタメモード - 『Contagious』のレッスンを24分のストーリーで

パーソナライズモード - 『Contagious』の要約を0分で読む・聴く

ContagiousのPDFをダウンロード

ContagiousのEPUBをダウンロード

Contagious by Jonah Berger Summary

Overview of Contagious

Similar books to Contagious

「Contagious」のベストクォート

おすすめの本

重要なポイント

The Invisible Force Behind Every Trend

Social Currency and the Psychology of Looking Good

Triggers and the Breakfast Cereal That Beats Disney

Emotion and the Power of Physiological Arousal

Public Visibility and Making the Private Observable

Practical Value and the Viral Corn Video

Stories as Trojan Horses for Your Message

クイックサマリーモード - 『Contagious』の要約を9分で読む・聴く

フラッシュカードモード - 『Contagious』から厳選した9の洞察

エンタメモード - 『Contagious』のレッスンを24分のストーリーで

パーソナライズモード - 『Contagious』の要約を0分で読む・聴く

ContagiousのPDFをダウンロード

ContagiousのEPUBをダウンロード

おすすめの本

重要なポイント

The Invisible Force Behind Every Trend

Social Currency and the Psychology of Looking Good

Triggers and the Breakfast Cereal That Beats Disney

Emotion and the Power of Physiological Arousal

Public Visibility and Making the Private Observable

Practical Value and the Viral Corn Video

Stories as Trojan Horses for Your Message