作者简介

For more details see: JonahBerger.com
Jonah Berger is a Professor at the Wharton School at the University of Pennsylvania, an internationally bestselling author, and a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors catch on. He has published dozens of articles in top‐tier academic journals, teaches Wharton's highest rated online course, and popular accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review. Over a million copies of his books, Contagious, Invisible Influence, and The Catalyst: How to Change Anyone's Mind are in print in over 35 countries around the world.

内容简介

The New York Times bestseller that explains why certain products and ideas become popular.

“Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” —Daniel Gilbert, author of the bestseller Stumbling on Happiness

What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed list, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children.

In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is: a blender.

Contagious provides specific, actionable techniques for helping information spread—for designing messages, advertisements, and content that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.


For more details see: JonahBerger.com

Jonah Berger is a Professor at the Wharton School at the University of Pennsylvania, an internationally bestselling author, and a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors catch on. He has published dozens of articles in top‐tier academic journals, teaches Wharton's h...

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豆瓣评论

  • Panny
    this is a great book for product design and marketing. it reveals the efforts behind the successful products, and the failure people went through in order to make the success.03-10
  • 咩咩得意
    2015年第21本书:social currency, triggers, emotion, public, practical value, stories.这些原则其实都是老生常谈了,但就是喜欢看里面提到的例子,很有趣。07-06
  • 夏冰雹
    虽然案例有点过时,但是营销心理学是不会变的。有一点特别赞同,火爆本身还是不应该脱离品牌本身的想法和价值,无厘头火爆的确收割了流量,但并不一定能转化成商业价值和营业额。11-14
  • Sheryl
    3.4 stars. Too much subjective assuming. 12-31
  • 小乖
    真正体会到了读原版的好处 第一本扎扎实实读完的英文书 以及为写MBA毕业论文所读完的第一本书 12-18

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