Contagious by Jonah Berger

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About the Book

Contagious tackles a question that has fascinated marketers, entrepreneurs, and communicators for generations: why do certain ideas, products, and behaviors catch on and spread rapidly, while others, despite equal or greater investment, quietly fade into obscurity? Jonah Berger, a marketing professor at the Wharton School, argues that viral success isn't a matter of luck, advertising budget, or a charismatic messenger, but the result of specific, identifiable, and repeatable psychological principles that can be applied deliberately to any idea or product.

Drawing on years of rigorous research and vivid, memorable case studies, from a $100 cheesesteak that made a Philadelphia steakhouse famous, to viral YouTube videos and effective public health campaigns, Berger distills his findings into six core principles, known by the acronym STEPPS: Social Currency, which explains why we share things that make us look good; Triggers, which show how top-of-mind associations drive word of mouth; Emotion, revealing that when we care, we share; Public visibility, which makes behaviors easier to imitate; Practical Value, information genuinely worth passing along; and Stories, the narrative vessels that carry ideas from person to person. Blending psychology, sociology, and real-world marketing case studies, Contagious offers both a compelling explanation for social transmission and a genuinely actionable toolkit for anyone hoping to make their own products, ideas, or messages spread.

Why Choose This Book?

• A modern marketing classic: Frequently ranked alongside Malcolm Gladwell's The Tipping Point as an essential text on social transmission.
• From a leading Wharton marketing professor: Jonah Berger has consulted for major companies including Google, Apple, and Nike.
• A clear, memorable framework: The STEPPS acronym offers a structured, repeatable approach to crafting shareable ideas.
• Backed by rigorous research: Combines academic studies with vivid, real-world case studies and examples.
• Broadly applicable: Useful for marketers, entrepreneurs, nonprofits, and anyone hoping to spread an idea or message.

About the Author: Jonah Berger

Jonah Berger is a marketing professor at the Wharton School of the University of Pennsylvania and an internationally bestselling author known for his research on social influence, word of mouth, and consumer behavior. He has helped hundreds of companies, including Google, Apple, and Nike, understand how their products and ideas can spread, and is the author of several other bestselling books, including Invisible Influence and The Catalyst.

Who Should Read This Book?

• Marketers, brand managers, and advertisers seeking to create shareable content
• Entrepreneurs and startup founders looking to grow through word of mouth
• Readers interested in the psychology and sociology of social influence
• Fans of Malcolm Gladwell's The Tipping Point and similar social science bestsellers
• Nonprofit and public health professionals designing behavior-change campaigns

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Order now and learn the science behind viral success with Contagious — Jonah Berger's engaging, research-backed guide to why ideas, products, and behaviors truly catch on.