Contagious by Jonah Berger

Last updated: Jul 4, 2023

Summary of Contagious by Jonah Berger

Contagious by Jonah Berger is a book that explores the science behind why certain ideas, products, and behaviors become popular and spread like wildfire, while others fail to gain traction. Berger presents a framework called STEPPS, which stands for Social Currency, Triggers, Emotion, Public, Practical Value, and Stories, to explain the key factors that contribute to contagiousness.

The first principle, Social Currency, suggests that people share things that make them look good or enhance their social status. Berger explains that by creating products or ideas that make people feel exclusive or part of a special group, they are more likely to share and talk about them.

The second principle, Triggers, focuses on the idea that people are more likely to talk about something if it is triggered by their environment. Berger gives the example of how the phrase "Where's the beef?" became popular because it was triggered by the Wendy's commercials. He emphasizes the importance of creating triggers that are closely associated with the product or idea.

The third principle, Emotion, highlights the power of evoking emotions in people. Berger explains that content that elicits strong emotions, whether positive or negative, is more likely to be shared. He provides examples of viral videos that evoke laughter, awe, or anger, and how these emotions drive sharing.

The fourth principle, Public, emphasizes the impact of visibility on contagiousness. Berger argues that people are more likely to imitate behaviors or adopt ideas that they see others doing. He suggests making products or ideas more observable and creating public displays of adoption to increase their spread.

The fifth principle, Practical Value, focuses on the usefulness of information. Berger explains that people are more likely to share practical and helpful information that others can benefit from. He suggests providing practical value to consumers to increase the likelihood of them sharing it with others.

The final principle, Stories, highlights the power of narratives in making ideas or products contagious. Berger explains that stories are more memorable and engaging than facts or statistics. He provides examples of successful advertising campaigns that tell compelling stories and how they have contributed to the spread of the product or idea.

Throughout the book, Berger supports his framework with numerous real-world examples and studies. He provides practical tips and strategies for individuals and businesses to make their ideas or products more contagious. Berger's insights and research shed light on the psychology behind contagiousness and offer valuable lessons for anyone looking to make their ideas go viral.

1. Social Currency: The Power of Word-of-Mouth

In Contagious, Jonah Berger emphasizes the importance of social currency in making ideas and products contagious. Social currency refers to the value that people place on the information they share with others. When something makes people look good, they are more likely to talk about it and share it with others. For example, if a person discovers a hidden gem of a restaurant, they are more likely to share this information with their friends because it enhances their social status as someone with insider knowledge.

Understanding the concept of social currency can be highly beneficial for businesses and marketers. By creating products or experiences that make people feel special or knowledgeable, they can tap into the power of word-of-mouth marketing. This can be achieved through exclusivity, insider access, or providing unique and shareable content that makes people feel like insiders. By leveraging social currency, businesses can increase their reach and create a buzz around their brand.

2. Triggers: The Power of Association

Triggers are stimuli that prompt people to think about a particular idea or product. According to Berger, the more frequently people encounter triggers associated with a brand or idea, the more likely they are to talk about it and share it with others. For example, the phrase "Got Milk?" became a successful trigger for the milk industry, as it reminded people to buy milk whenever they saw or heard the phrase.

Understanding triggers can help businesses and marketers create associations that keep their brand top of mind. By strategically linking their brand or product to everyday triggers, they can increase the likelihood of people talking about and sharing their offerings. This can be achieved through consistent branding, memorable slogans, or even partnerships with other popular brands that share similar triggers.

3. Emotion: The Power of Arousing Feelings

Emotion plays a crucial role in making ideas and products contagious. Berger explains that high-arousal emotions, such as awe, excitement, or anger, are more likely to trigger sharing and word-of-mouth. When something evokes a strong emotional response, people feel compelled to share it with others to elicit a similar reaction.

For businesses and marketers, understanding the power of emotion can help them create content or experiences that evoke strong emotional responses. By tapping into the right emotions, they can increase the likelihood of their message being shared and remembered. This can be achieved through storytelling, creating surprising or awe-inspiring moments, or even leveraging existing emotional associations that people have with certain topics or themes.

4. Public: The Power of Social Proof

People are more likely to adopt behaviors or ideas if they see others doing the same. This concept, known as social proof, is a powerful driver of contagiousness. Berger explains that making things more observable and public can increase their chances of being shared and adopted by others.

Businesses and marketers can leverage the power of social proof by making their products or ideas more visible to others. This can be achieved through public displays, testimonials, or even leveraging influencers or celebrities to showcase their offerings. By making their brand or product more visible and aligning it with popular or influential figures, businesses can increase its perceived value and desirability.

5. Practical Value: The Power of Utility

According to Berger, people are more likely to share information that is useful and practical. When something provides value or solves a problem, people feel compelled to share it with others who might benefit from it as well.

Understanding the power of practical value can help businesses and marketers create content or products that are more likely to be shared. By focusing on providing solutions, tips, or useful information, they can tap into the desire of individuals to be helpful and share valuable resources. This can be achieved through educational content, how-to guides, or even offering free tools or resources that provide practical value to the target audience.

6. Stories: The Power of Narrative

Humans are wired to respond to stories. Berger explains that stories are more likely to be shared and remembered because they engage our emotions and make information more relatable and memorable.

For businesses and marketers, incorporating storytelling into their messaging can make their ideas or products more contagious. By crafting narratives that resonate with their target audience, they can create a deeper connection and increase the likelihood of their message being shared. This can be achieved through customer testimonials, personal anecdotes, or even creating a compelling brand story that aligns with the values and aspirations of the target audience.

7. Practicality: The Power of Simplicity

Complex ideas or products are less likely to be shared and adopted. Berger emphasizes the importance of simplicity in making things contagious. When something is easy to understand and explain, people are more likely to share it with others.

Businesses and marketers can increase the contagiousness of their ideas or products by simplifying their messaging and making it easily digestible. By removing unnecessary complexity and focusing on the core benefits or features, they can make it easier for people to understand and share their offerings. This can be achieved through clear and concise communication, visual aids, or even using analogies or metaphors to simplify complex concepts.

8. Emphasize the Positive: The Power of Positivity

Positive content is more likely to be shared and remembered. Berger explains that people are more inclined to share things that make them feel good or inspire positive emotions.

For businesses and marketers, emphasizing the positive aspects of their ideas or products can increase their contagiousness. By focusing on the benefits, joy, or positive impact that their offerings can bring, they can tap into the desire of individuals to share positivity with others. This can be achieved through uplifting messaging, showcasing success stories, or even incorporating humor or feel-good elements into their content.