The mechanisms behind how an idea becomes popular and spreads from one individual to another, as seen in examples like viral videos on YouTube or in product campaigns for companies like Google, can be distilled by Berger into six basic concepts contained in the acronym “STEPPS.” STEPPS which stands for Social Currency, Triggers, Emotions, Public, Practical Value, and Stories are, as per Berger, the ingredients that have been proven to make any idea or product, no matter how boring, become successful through the power of word-of-mouth transmission and social influence through friends, family, and co-workers. In addition, Berger contradicts the notion that “contagious” ideas are merely random coincidences or that socially powerful individuals
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As explained with social currency, humans tend to share information with each other, but the extent to which it is shared is also determined by the type of emotion that it is connected to. Emotions which activate our physiological arousal, as seen through increased pulse or sweaty palms, also prompt us to act and do surprising things. Whether positive or negative, high-arousal emotions, such as awe, excitement, or anger, have been proven to cause information to be shared at a higher rate than low-arousal emotions like sadness. Furthermore, an experiment conducted by Berger showed that simply increasing physiological arousal through acts like running can cause individual to reveal more information. In summary, situations or messaging that incorporates arousal can cause us to become greatly invested and share them at an increased …show more content…
According to Berger, the process of sharing information that is useful to others helps forge and strengthen social bonds. Useful information is almost always shared and helps explain how, for example, articles about health and education are the most frequently shared topics on The New York Times Most E-Mailed List. Health articles provide solutions for common ailments while educational articles discuss ways to improve learning or the chances of getting accepted to an Ivy League college. In addition, shared information is more impactful if it comes in the form of a story. Advertisements and persuasion techniques are often deemed skeptical by audiences, but when information is wrapped in the form of a story that is well- developed or true, individuals are more likely to pay attention. However, those who tell stories must make their message integral to the overall narrative in order to maximize
As explained with social currency, humans tend to share information with each other, but the extent to which it is shared is also determined by the type of emotion that it is connected to. Emotions which activate our physiological arousal, as seen through increased pulse or sweaty palms, also prompt us to act and do surprising things. Whether positive or negative, high-arousal emotions, such as awe, excitement, or anger, have been proven to cause information to be shared at a higher rate than low-arousal emotions like sadness. Furthermore, an experiment conducted by Berger showed that simply increasing physiological arousal through acts like running can cause individual to reveal more information. In summary, situations or messaging that incorporates arousal can cause us to become greatly invested and share them at an increased …show more content…
According to Berger, the process of sharing information that is useful to others helps forge and strengthen social bonds. Useful information is almost always shared and helps explain how, for example, articles about health and education are the most frequently shared topics on The New York Times Most E-Mailed List. Health articles provide solutions for common ailments while educational articles discuss ways to improve learning or the chances of getting accepted to an Ivy League college. In addition, shared information is more impactful if it comes in the form of a story. Advertisements and persuasion techniques are often deemed skeptical by audiences, but when information is wrapped in the form of a story that is well- developed or true, individuals are more likely to pay attention. However, those who tell stories must make their message integral to the overall narrative in order to maximize