New York Times bestseller 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 this book, 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. Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you've wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread--for designing messages, advertisements, and information 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.
The New York Times bestselling author of Contagious explores the subtle, secret influences that affect the decisions we make--from what we buy, to the careers we choose, to what we eat--in this fascinating and groundbreaking work.If you're like most people, you think that your choices and behaviors are driven by your individual, personal tastes, and opinions. You wear a certain jacket because you liked the way it looked. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. Right? Wrong. Without our realizing it, other people's behavior has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous occasion. Even strangers have a startling impact on our judgments and decisions: our attitudes toward a welfare policy shift if we're told it is supported by Democrats versus Republicans (even though the policy is the same in both cases). But social influence doesn't just lead us to do the same things as others. In some cases we conform, or imitate others around us. But in other cases we diverge, or avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don't want to look like a soccer mom. In his surprising and compelling Invisible Influence, Jonah Berger integrates research and thinking from business, psychology, and social science to focus on the subtle, invisible influences behind our choices as individuals. By understanding how social influence works, we can decide when to resist and when to embrace it--and how we can use this knowledge to make better-informed decisions and exercise more control over our own behavior.
If you're like most people, you think that your choices and behaviors are driven by your individual, personal tastes and opinions. You picked a jacket because you liked the way it looked. You picked a particular career because you found itinteresting. The notion that our choices are driven by our own personal thoughts and opinions seems so obvious that it is not even worth mentioning. Except that it's wrong. Without our realizing it, other people's behavior - what psychologists call "social influence" - has a huge influence on everything we do at every moment of our lives, from the mundane (which movie to see or place to have lunch) to the momentous (which career path to take or person to marry). We make riskier decisions because someone patted us on the shoulder. We like the name Mia because Madison and Sophia are popular names this year. Even strangers, or people we may never meet, have a startling impact on our judgments and decisions: our attitudes towards a welfare policy totally shift if we're told it is supported by Democrats versus Republicans, even though the policy is the same in both cases. But social influence doesn't just lead us to do the same things as others. Like a magnet it can attract, but it also can repel. In some cases we conform, or imitate others around us. But in other cases we diverge, or avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don't want to look like the soccer mom. By understanding how social influence works, we can decide when to resist and when to embrace it: we can affect others behavior and use others to help us make better-informed decisions.
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