Book Review: Contagious: Why Things Catch On by Jonah Berger
I picked this book up in my local library, only intending to flick through a few pages. Some fifty pages later, I realised I couldn’t put it down! I think that’s evidence enough that Jonah Berger knows what he’s talking about in regards to making something viral or “contagious”.
This book is a study of human behaviour and psychology more than anything else - which is why I found it interesting. I began to look at advertisements and social media from a new perspective. The more I read, the more I felt like I’d walked into an engaging university lecture on the psychology behind marketing. I couldn’t help but analyse my own consumption of media, advertising and products.
Jonah uses many examples to help explain his ideas – I found this a great way of learning, as it helped break down concepts that were at first confusing. Contagious revolves around Jonah’s six principles of STEPPS (Social currency, Triggers, Emotion, Public, Practical value, and Stories) with chapters dedicated to each.
How many times have you scratched your head in disbelief at why something has become popular or gone viral? This book explains why – from horrendous Rebecca Black videos to Apple iPods. I never would’ve guessed people were more inclined to share something after visiting the gym! I now understand many of the ingredients working away behind the scenes that make something catch-on.
At times, the book became a little US-centric, but it wasn’t too distracting. I found it dragged slightly towards the end, however - by that time, I was wanting to apply some of the principles, instead of reading more product stories I didn’t care about.
Because of reading Contagious I now have greater ability to see through certain marketing strategies and content delivery. I also understand the psychology behind why so many news stories and social media posts are designed to make people ‘angry’ these days – I won’t be falling for it anymore!
Contagious is a quick and enlightening read on how things go viral, how to make your own product go viral, and how companies manipulate consumers into helping their product succeed. Highly recommend to all business owners, bloggers or anyone with a social media account!
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