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HomeUncategorizedcontagious: why things catch on summary

He introduces the STEPPS formula that will help you to reach your sales goals and create a must-have product. September 4, 2017. In his award-winning, New York Times best seller Contagious Why Things Catch On, author Jonah Berger gives countless real-life examples of the mysterious methods employed to capture the logic defying attention of the masses. Similarly, when a presentation has finished and the presenter asks if there are any questions nobody asks anything, because while nobody else has probably understood, the public and visible tell us that we are probably the only ones who didn’t get it. 1-Page Summary 1-Page Book Summary of Contagious . But putting your ad subtly into a story can help get the message across in a more efficient manner because the “information travels under the guise of what seems like idle chatter.”. Contagious analyzes that traits and characteristics that viral products, ads and ideas all have in common. The author holds a master's degree from La Sapienza, department of communication and sociological research, and is a member of the American Psychology Association (APA). It’s important that the story is relevant to the product, or the product has to be a key part of the story. Jobs realized that seeing others do something makes people more likely to do it themselves.” He wanted an observer to see the Apple logo the right way, making it more enticing for them to want to buy it. Observability. Sexual Market Value: A Practical Analysis... Virality is not the product of pure chance, You can increase the odds of going viral by incorporating some of the 6 principles. These two things make products seem more desirable and people love desirable things. Happiness, awe, and joy are considered positive, while sadness, anger, and anxiety tend to be viewed as negative. This complete summary of the ideas from Jonah Berger’s book “Contagious: Why Things Catch On” reveals the six key principles that make a product or an idea contagious. Articles that mainly provoked sadness were not shared widely. Even this summary is hard to read, because Berger’s editor failed to catch writing elements, like mixed metaphors, that detract from the message: “Contagious … Overall, “Contagious” is a great overview of the primary features that drive things to spread in a viral way. What about the color red and the word soda together? Make your product remarkable, so people will want to share it. That of activation, or physiological arousal.”, And as a side note, though you probably know what arousal is, but just in case, “arousal is a state of activation and readiness for action.”. "Going viral" is, at its heart, people telling their friends about something interesting, useful, funny, or just plain cool. People like to share awesome things, so if your marketing can get across that the product is remarkable, then it will help its word of mouth build. They figured out how to take support for an abstract cause—something not typically observable—and make it something that everyone can see.”. Airlines turned loyalty into a status symbol.”. According to the book, “The reason? If You Want Your Message to Spread, You Need to Get People Talking, and Imitating b. One of the things sharing does is that it helps us signal to others what our identity is. Dr. Berger has spent over 15 years studying how social influence works and how it drives products and ideas to catch on. Comment below or tweet to us @storyshots. Top of mind means tip of tongue.”, He says, “one key factor is how frequently the stimuli occurs” and that “linking a product or idea with a stimulus that is already associated with many things isn’t as effective as forging a fresher, more original link.”, “It is also important to pick triggers that happen near where the desired behavior is taking place” and to “think about the environments of the people a message or idea is trying to trigger.”. Jonah Berger beings by saying that one of the elements of virality is simply having a great product. Make sure your desired information is so embedded into the plot that people can’t tell the story without it.”. According to Jonah, “leveraging game mechanics requires quantifying performance… Metrics need to be created or recorded that let people see where they stand.”, The great thing is that you can gamify things you wouldn’t think are a game. So if we are on a plane with turbulences, we might tell the person sitting next to us more than we would normally like. They evaluate them relative to a comparison standard, or ‘reference point’.”(163). Once again, I suggest you read the book so you can understand the studies and stories he uses to back up these points and to understand them more in depth. He did it by using great ingredients and asking for an exorbitant price: a hundred dollars. What did you learn from Contagious? He describes two types of word of mouth: immediate and ongoing. “Making something more observable makes it easier to imitate. “Kahneman received the Nobel Prize for his work with Amos Tversky on what they called ‘prospect theory.’ The theory is amazingly rich, but at its core, it’s based on a very basic idea. This can be because the actual deal itself exceeds expectations (for example, the percentage off is so unbelievable) or because the way the deal is framed makes it seem that way.”. When the ads said that only 37% of music was being paid for, the author implies the message was counterproductive. This is important for word-of-mouth growth because when people share their achievements, they also “talk about the brands or domains where they achieved” them. And sharing something that others will find interesting will give us social points. One of the ways brands use these two concepts is by doing things like including the words ‘limited availability,’ which “makes us feel like we have to act now.” So if you notice a product being sold using those words, realize that they are trying to make the product more desirable by making it appear as if it is scarce (it may not actually be), thus making it more likely you will buy it. Sadness and contentment decrease arousal, slow us down and make us relax, leading us to share less. The author says that Mars bars saw a big uptick in sales when NASA launched an expedition to, guess where? My notes Just remember, one of the ways to help make a product or idea contagious is to somehow make it publically observable. Emotion. What is then the secret to make our messages contagious? “When we care, we share” (96) There are emotions that most people deem positive while … Is there an important insight that we missed? Jonah Berger presents a very few interesting cases on how what’s public influences us even when in private most people would think otherwise. The author says that for product above 100 it’s better to highlight the amount and for products worth less than 100 it’s better to state the percentage. By Jonah Berger ... SUMMARY. Summary. The articles that were shared the most in his analysis of the NY Times Most Emailed list were articles that provoked awe, excitement, amusement, anger, or anxiety. Humans like to share things — it is one of the main reasons social media is so popular. People love things that are practical. Berger starts with the example of  Howard Wein. You may not have realized it, but often times in bars or coffee shops, the employees stuff the tip jar before their shift. It’s 6 characteristics they all share, and if you want to go viral, you better incorporate them in your marketing. One of the things Jonah asks and then answers is, “Is there something that generates social proof that sticks around even when the product is not being used or the idea is not top of mind… It’s called behavioral residue.”. Game mechanics are levels and badges that make us want more. “We need to build our own Trojan Horse — a carrier narrative that people will share, while talking about our product or idea along the way.” The important part of this being the “while talking about our product or idea along the way.” We have all known some cool ads that we shared with others, but that didn’t make us at all talk about the product or idea. Advertising also helps, Jonah Berger says that word of mouth is more effective than advertising because it’s more persuasive and more targeted. According to Jonah Berger, the driving force behind products and ideas catching on—or, in his words, becoming “contagious”—is “social transmission,” a process otherwise known as word of mouth. As Jonah Berger puts it, “just as people use money to buy products or services, they use social currency to achieve desired positive impressions among their families, friends, and colleagues.”, Jonah says marketers need to use social currency to achieve great word-of-mouth for a product. Jonah Berger says that the campaign actually increased the likelihood people would try drugs because it brought drug use into public observable territory. If something is built to show, it’s built to grow. Some ideas catch on for simply being better than the alternatives. The more public something is, the more likely people will imitate … My thought on each chapter is detailed in this series, but here is a very brief summary of the take-home messages. “The key, then, is to not only make something viral, but also make it valuable to the sponsoring company or organization. Well, I've been reading the book Contagious: Why Things Catch On by Jonah Berger, and it outlines 6 factors that makes things go viral. by Kim Hartman This is a summary of what I think is the most important and insightful parts of the book. After reading this, your product will go viral! Readers might suppose that Jonah Berger’s new book, “Contagious: Why Things Catch On,” would shed light on these famous cases of viral content. He talks about this concept while talking about an item that is an INCREDIBLE VALUE. If you are a marketer, you don’t want this to be the case for your product. The author says that focusing on feelings is likely to increase sharing and even seemingly dull products can find a way (example of Google search with the story of a couple told through their search queries). It makes them look cool for sharing something reserved. Emotion. Did the words “yellow wristband” automatically trigger the brand “LiveStrong” for you? Owen Exec. In an analysis of thousands of New York Times articles to better understand why certain … Check out the video and audio summary on StoryShots. Did you know the reason why the Apple logo on laptops doesn’t face you when the laptop is closed? Instead, they are based on psychological principles of how people perceived and process information. One way he says to do this is by “breaking a pattern people have to come to expect” or just focus on what about your product makes it stand out from all the rest. Discover how six basic principles drive all sorts of things to become popular. Contagious content, like a good joke, is inherently viral because it spreads regardless of who is doing the talking Social currency – people share things that make them look good to others People don’t just care how they’re doing, they care about their performance in relation to other … Built to show, built to grow. We share our likes, opinions, and more, letting other people know who we are. “Scarcity is about how much of something is offered. They focus so much on getting people to talk that they ignore that part that really matters: what people are talking about.”, You don’t want to create a story that has people talking about the story and sharing it, but not talking about the organization behind it. Be wary whenever you see the word ‘sale.’, Another part of prospect theory is “diminishing sensitivity,” which “reflects the idea that the same change has a smaller impact the farther it is from the reference point.”. “Just like many other animals, people care about hierarchy,” aka we are prone to status displays. What Jonah found was that the most viral articles usually included high arousal emotions. But if the tip jar is already brimming with money, they assume that everyone must be tipping, and thus they should tip as well.”, The observability of a product “has a huge impact on whether products and ideas catch on.”, An example he provides of this is, “The Movember Foundation succeeded because they figured out how to make the private public. If possible, marketers should implement game mechanics into their marketing and product plan. There are two types of emotions that lead people to sharing (or not sharing): Emotions that make us share are arousing emotions like anger, awe, anxiety or excitement. Game mechanics “motivate us on an interpersonal level by encouraging social comparison.” People like to compare how they do compared to others, especially if it is a comparison against their friends. Triggers do. Contagious Book Summary & Review in PDF The Power Moves - Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and author of the New York Times and Wall Street Journal bestseller Contagious: Why Things Catch On. It isn’t the only reason we share though. TRIGGERS. There is also an argument by psychologists “that emotions can also be classified based on a second dimension. He states that one of the reasons people over-share is that “if situational factors end up making us physiologically aroused, we may end up sharing more than we planned.”, So if you need to learn certain information from someone, but you know it may be difficult to get out, you could bring them to a place where they will be physiologically aroused. Game Mechanics help create social currency because it can give a positive impression to others in our group whose opinions we value. Thus a key factor in driving products to catch on is public visibility.”. “Game mechanics are the elements of a game, application, or program — including rules and feedback loops — that make them fun and compelling.”. We want to be the person who shares the hot new band or cool new restaurant because it makes us look hip, tell our friends about the trending news because we are intelligent, share photos of a recent trip to show how awesome our lives are and more. Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious, Invisible Influence, and The Catalyst.He’s a world-renowned expert on social influence, word of mouth, and why products, ideas, and behaviors catch on and has published over 50 papers in top-tier academic journals. “Build a social currency-laden, triggered, emotional, public, practically valuable Trojan Horse, but don’t forget to hide your message inside. Contagious: Why Things Catch On - Ebook written by Jonah Berger. A company needs to “give people a way to make themselves look good while promoting their products and ideas along the way.” He says, “There are three ways to do that: (1) find inner remarkability; (2) leverage game mechanics; and (3) make people feel like insiders.” (36). Unfortunately, there is a certain degree of luck involved in virality, but there are also specific characteristics that are commonly found in all products and ideas that are contagious. People are more likely to share something if they think it’s a secret, since it shows … In fact, “sadness articles were actually 16 percent less likely to make the Most E-Mailed list.”, Jonah Berger suggests to marketers that “rather than harping on features or facts, we need to focus on feelings; the underlying emotions that motivate people to action.”, The way he suggests marketers go about this is by mentioning advice from the book Made To Stick by Chip and Dan Heath, which says “talk about using the ‘Three Whys’ to find the emotional core of an idea. Apple white iPod headphones were a big help in spreading it. Each time you do this, note your answer, and you’ll notice that you drill down further and further toward uncovering not only the core of an idea, but the emotion behind it.”, So when you are deciding how to market things, select high arousal emotions because “simply adding more arousal to a story or ad can have a big impact on people’s willingness to share it.”, He ends this chapter talking about the concept of over-sharing. As you can probably put together, immediate happens very quickly after being influenced by a product, while ongoing can happen way later. Make the customer try to achieve something or accrue some kind of currency, such as Regal crown club points that make a person more likely to visit a Regal theater again rather than a competitor because they want to accrue more points. (It’s in the Triggers chapter and is relevant to Triggers so I’m putting it in this section). For a lot of people it does. He is considered an expert on word of mouth, social influence and viral marketing. Observability. He wrote, “triggers not only get people talking, they keep them talking. The author says it’s because of triggers. Jonah suggests brands use scarcity and exclusivity to make customers feel like insiders. “Behavioral residue is the physical traces or remnants that most actions or behaviors leave in their wake.” He goes in-depth into a case study about this effect. They would be wrong. I can't speak for anyone else and I strongly recommend you to read the book in order to fully grasp the concepts written here. They think in terms of narratives… Stories carry things. Scarce things are less available because of high demand, limited production, or restrictions on the time or place you can acquire them… Exclusivity is also about availability, but in a different way. He says though that the message in itself is more important than the messenger. If you’ve ever wondered why certain ideas get shared, brands get more word of mouth, or videos go viral, this book explains why. Introduction: Why Things Catch On. Somewhat counter intuitively, making promotions more restrictive can make them more effective.” I believe this makes logical sense. Contagious: Why Things Catch On examines why certain media goes viral—videos, articles, memes—and others never get shared at all. “Another factor that affects whether deals seem valuable is their availability. Contagious: Why Things Catch On [Speed Summary] Ever since Gladwell’s Tipping Point, the business press has been adding flesh to the bare bones theory that what make’s a product or idea ‘go viral’ is 1) The Law of the Few (seed with influencers), 2) The Stickiness Factor (play to psychological biases), and 3) The Power of Context (shape to fits the context of adoption and use)…. So make a product easy to see and highlight how its valuable for the person to use and how its pricing is of value. “When trying to generate word of mouth, many people forget one important detail. Berger says that it works internally as we all love achievement, but also because we want to do better than others. And sharing something that others will find interesting will give us social points. Cheerios are seen often at the supermarket and breakfast every day remind people of Cheerios. People shared the video of a blender smashing marbles because it was interesting and unexpected. Contagious: Why Things Catch On. The STEPPS There are emotions that most people deem positive while there are other emotions that are deemed negative. The book starts by laying out what the author believes are the Six Principles of Contagiousness called STEPPS: social currency, triggers, emotion, public, practical value, and stories. Stories (what narrative can we latch onto our idea? People often imitate those around them.” This concept of doing things strangers do, or what are friends do is often referred to as ‘social proof.’ You’ve probably seen this in action, such as when a crowd of people are looking at something, you start looking too, wondering what is going on. “Great game mechanics can even create achievement out of nothing. Social Currency. The benefit of a product that can be seen in the public eye is that “every time people use the product or service, they also transmit social proof or passive approval because usage is observable.” Its usage by others thus helps advertise it to others. People talk about more cheerios than Disney World. Have you ever wondered why items sometimes use a percentage instead of a number when they offer a discount? So how does this help build word of mouth? We use cookies to ensure that we give you the best experience on our website. Write down why you think people are doing something. This one is straightforward. They must not be deployed in a certain fashion, and they are not even all needed at the same time. KitKat was seeing a constant slump in sales that seemed hard to stop. What was your favorite takeaway? People like to be part of an exclusive group, so if they can get a deal others can’t, it will make them feel special and more likely to purchase. Dr. Berger has spent over 15 years studying how social influence works and how it drives products and ideas to catch … Jonah Berger says that it’s six principles: It’s important to notice that Jonah Berger says that the principles are not like ingredients. Contagious: Why Things Catch On by Jonah Berger Summary This book is perfect for anyone who wants to learn more about how to spread ideas, increase brand awareness, or grow their customer base. The ads basically said that drugs are bad but also, crucially, that other people are doing it. Jonah Berger introduces his book by discussing the importance of word of mouth marketing. In fact, we will see in Chapter 3 of this summary that one is better than the other to increase the chances of an idea going viral. Just as perceptual processes influence whether we see a particular sweater as red or view an object on the horizon as far away, they also influence whether a price seems high or a deal seems good.” (163), “One of the main tenets of prospect theory is that people don’t evaluate things in absolute terms. Aka if you are use to seeing an item at $1, then seeing it at $4 will seem insane even if that may be the norm in that place. Read this book using Google Play Books app on your PC, android, iOS devices. It basically said that everyone was not paying, that it was OK not to pay and that those paying must have been idiots (similar example for wood in the park). He goes into several case studies of how marketers were able to link up certain triggers with certain brands causing sales to rise because people would buy them more oftenbecause they were be triggered to do so whether they were aware of it or not. Jonah Berger says there are three ways to use social currency: More remarkable products are talked about twice compared to less remarkable one. Owen Exec. : Few people have time to seek out the best content in this ocean of. As Jonah puts it, “If the tip jar is empty, their customers may assume that other people aren’t really tipping and decide not to tip much themselves either. Judgments and decisions are not always rational or optimal. Jonah Berger says we share useful information because we want to help and if we can help it reflects well on us. Public. If you’re a little confused about this. Contagious: Why Things Catch On. Of course, as the author himself says, “Contagious” is not a recipe which you can apply and be guaranteed of success. September 4, 2017. Summary of Contagious: Why Things Catch On By Jonah Berger 1-Page Summary The book starts by laying out what the author believes are the Six Principles of Contagiousness called STEPPS: social currency, triggers, emotion, public, practical value, and stories. Then ask “Why is this important?” three times. Information or a take home message.”, Most people are very skeptical of traditional advertising these days and of people trying to persuade them to do things. Jonah Berger says that we don’t think in terms of information, but in terms of narrative. Jonah Berger says that interesting products receive more immediate word of mouth than boring ones, but interesting per se doesn’t sustain word of mouth over time. Reading over some uncharitable reviews on Amazon, I saw that some felt Berger’s observations were “obvious,” and “common sense.”I disagree.Deep truths can seem obvious when someone smart simplifies them for us, but the process of actually identifying them is not a trivial one. You’ll be fighting to keep us as consumers demand more and more. Jonah Berger says blending your advertising into a story is equivalent to building a Trojan Horse. How’s that possible with all the excitement and uniqueness that Disney World commands? I think this is a fascinating thing to consider from both the viewpoint of a purchaser and a seller. “As prospect theory illustrates, one key factor in highlighting incredible value is what people expect. The author says that depending on the price of the product it can be better to list the discount as in percentage or as an amount. A number of people have tried to shed light on the subject including Nir Eyal and Chip and Dan Heath, but in this summary we’ll give into Jonah Berger’s Contagious: Why Things Catch On. Making people feel like insiders work because If something is supposed to be secret or limited access people love to share it. A Summary of ‘Contagious: Why Things Catch On’ by Jonah Berger a. In “Contagious” by Jonah Berger, you will gain the insight you need to get your product to really catch on. The way people actually make decisions often violates standard economic assumptions about how they should make decisions. The example of the anti drug “say no” campaign was also extremely interesting. From consumer products and policy initiatives to B2B services and ideas and initiatives within organizations. Why is it that some new products and ideas gain widespread popularity while others fail to “catch on”? How’s that possible with all the … Wharton marketing professor Jonah Berger's new book, Contagious: Why Things Catch On, distills six principles that cause people to talk about … As he puts it the principles of contagiousness are “products or ideas that contain Social Currency and are Triggered, Emotional, Public, Practically Valuable, and wrapped in Stories.”.

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