Some products, ideas, and behaviors succeed. Others, quite similar to them, fail. In “Contagious,” Wharton marketing professor Jonah Berger, tries to solve the why-mystery. What makes some YouTube videos more popular than others? What makes online content go viral? What makes some things ultra-popular? Astonishingly enough, the answer is not “it depends.” Quite the opposite, in fact: there is a secret science behind popularity, and Berger understands it more than anyone. So, get ready to discover the six basic principles that make something contagious, and learn how to use them to start the perfect word-of-mouth campaign!


Final Notes

Endorsed by celebrated psychologists such as Dan Ariely and Daniel Gilbert – and dubbed “the practical companion to Malcolm Gladwell’s “The Tipping Point” by Discover magazine – “Contagious” is well-researched, nicely written, and satisfactorily illuminating.