Jonah Berger's Contagious Summary

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Contagious is a book written by Jonah Berger, explaining why some products and services catch on while others are failed. In Contagious, “Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from products and services to policy initiatives and YouTube videos.” The six principles are Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. Also refer to as STEPPS, according to Berger. The book contains six chapters and each chapter focuses on one of the six principles. The very first lesson I have learned from reading Contagious is how powerful the word of mouth can become. “The things others tell us, e-mail us, and text us have a significant impact on what we think, read, buy, and do” (7). For example, I have never thought of buying a stock my whole life until my roommate convinced me …show more content…
The three ways are inner remarkability, leverage game mechanics, and make people feel like an insider (36). Snapple did an amazing job finding a remarkable fact to keep customer engage. As the book said, I did not know that kangaroos cannot walk backward. Therefore, if I had a chance to read what is on a Snapple caps, of course, I would want to share the fact I received with my friends. Amazon Prime and Sam Club are a perfect example of making people feel like an insider. Amazon Prime is exclusive to Amazon member. The member has the right to select a free two-day shipping for eligible purchases, unlimited streaming of movies and TV shows with Prime video, etc. While only a member could shop at Sam Club. The two example makes the customer feel like they are special. They are the insider that have access to the benefit from the

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