Extended Summary - Contagious: Based On The Book By Jonah Berger

EXTENDED SUMMARY

CONTAGIOUS

BASED ON THE BOOK BY JONAH BERGER

SUMMARY WRITTEN BY: EVERBOOK SUMMARIES

CONTENT

Introduction: The Science of Contagion

Social Currency: Looking Good by Sharing

Triggers: Top of Mind, Tip of Tongue

Emotion: When We Care, We Share

Public: Built to Show, Built to Grow

Practical Value: News You Can Use

Stories: Information Travels Under the Guise of Idle Chatter

The Importance of Valuable Virality

Applying the STEPPS

General Analysis

ABOUT THE ORIGINAL BOOK

In "Contagious: Why Things Catch On" by Jonah Berger, the central theme explores the underlying reasons behind why certain products, ideas, and behaviors become popular. The book delves into the psychology of social transmission, offering a framework to understand and influence what gets talked about, shared, and imitated. It uses a variety of real-world examples and research to illustrate the six key principles that drive contagiousness, known as S.T.E.P.P.S.: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.

The narrative examines how these principles can be applied to engineer content that is more likely to spread through word of mouth and social influence, regardless of the size or scope of a product or idea. The book provides tools for both understanding and creating viral content.

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