Contagious: Why Things Catch On by Jonah Berger

Contagious: Why Things Catch On is a book by Jonah Berger that answers the question of why certain ideas, products, and behaviors become “contagious” among a populous. Berger identifies six principles that make things contagious, based on scientific research from a variety of fields. He delves into how to make products, ideas, and behaviors catch on and how to leverage these principles to create contagious content.

The first principle Berger identifies is social currency. According to Berger, people talk about and share things that make them seem better than others. Certain information or products have a higher chance of going viral because they give people something to talk or boast about. Berger uses the example of the restaurant chain “Mug Shots”, which has grown into a nationwide chain purely based on its intoxicatingly unique drinks and its connection to certain social groups.

Second, Berger states that groundbreaking ideas or products are more apt to go viral than mundane ones. Often times, people are drawn to the new and novel and are more likely to talk about it with others. It’s important to note that the idea or product should not be too outrageous; if it is out of the norm, it has more of a chance to be rejected. For example, the growth of Spotify, an online streaming service of sorts, was only possible due to its groundbreaking nature of listening to music at no cost.

Third, Berger focuses on the concept of “triggers”. A trigger is something that makes a person think of a specific product or idea. It could be a song that leads someone to think about a new type of car, or an advertisement for a new type of coffee. Triggers make things stick out in people’s minds and can have a long-lasting effect. For example, the movie Avatar was a box-office success due to its triggering images and story line. People were familiar with the plot, had an emotional connection to it, and it became the highest-grossing movie in history.

Fourth, Berger talks about the concept of “emotion”. According to Berger, people are more apt to share ideas or products when they are stirred emotionally. This emotion can be something as simple as laughter or as complex as empathy. The documentary “Blackfish” sparked a major debate due to its emotionally stirring content around the mistreatment of Orca whales.

Fifth, Berger focuses on “public” behavior. People are more likely to do things when they see others doing the same. This phenomenon is called the “bandwagon effect” and can be used to encourage people to act in certain ways. For instance, an office may install an energy-saving printer simply because other offices have done so, hoping to curve a company’s electric bill.

Finally, Berger discusses the concept of “practical value”. People are more likely to talk about ideas and products that offer them a benefit. It could be the ease of streaming movies with Netflix or the convenience of ordering take out online. These types of ideas are more likely to be shared because they are practical and offer a benefit.

Contagious: Why Things Catch On is a must-read for anyone who wants to understand the science behind viral content and how to create it. Berger provides many helpful examples, such as the restaurant “Mug Shots”, the music streaming service “Spotify”, the movie “Avatar”, the documentary “Blackfish” and the energy-saving printers prevalent in many offices. Berger not only offers useful insight on these examples, but he also explains the core principles behind the success of these ideas. Berger’s book encourages readers to think about how to make their ideas “contagious” and how to leverage the principles of social currency, novel ideas, triggers, emotion, public behavior, and practical value to ensure success.