Contagious
Jonah Berger
Why do some products, ideas, and behaviors spread while similar ones disappear? Jonah Berger’s Contagious presents six principles—social currency, triggers, emotion, public visibility, practical value, and stories—and shows how they shape word of mouth, sustained attention, imitation, and useful action. The framework also clarifies why visibility, usefulness, or virality can misfire.
7 chapters
