Contagious

November 19, 2012
Faster-spreading than the flu are the ordinary conversations people have about products and ideas, according to this infectious treatise on viral marketing. Drawing on his own nifty research, Wharton marketing professor Berger investigates all manner of phenomena—surging name brands, chic restaurants, YouTube hits, most–e-mailed articles—that catch on through word-of-mouth popularity. There are discernible dynamics behind the apparent chaos of trendiness, he argues: we naturally want to talk about things that seem fashionable, secretive, useful, or remarkable, that arouse our emotions, that come to mind frequently in mundane settings, and that wrap themselves in compelling stories. He applies these principles to illuminate a slew of marketing and PR conundrums, explaining why a Philadelphia restaurant prospered by charging $100 for a cheese steak, why “Just Say No” ads may make kids say yes, why people sometimes pay more to get a discount, and why that Budweiser commercial featuring dudes saying “Wassup?” was a stroke of genius. Berger writes in a sprightly, charming style that deftly delineates the intersection of cognitive psychology and social behavior with an eye toward helping businesspeople and others spread their messages. The result is a useful and entertaining primer that diagnoses countless baffling pop culture epidemics. Agent: James Levine, Levine/Greenberg Agency.

January 1, 2013

Berger (marketing, Univ. of Penn.) informs and entertains while presenting his argument for why some products and ideas generate interest by word of mouth, and grow virally, and why others don't. Berger's writing is, in a sense, "contagious." This superbly written and thought-provoking book is hard to put down; the stories, especially those describing innovative social media campaigns, drawn from a variety of industries, are extremely engaging. Berger introduces six important "STEPPS" to ensure that products and ideas are "contagious": they must have Social Currency; must be Triggered, Emotional, Public, Practically Valuable; and can be told as a Story. VERDICT Readers don't need a business or marketing background to understand this text. The scientific data blend persuasively into the arguments. Highly recommended.--Caroline Geck, Camden Street School. Lib., Newark, NJ

Copyright 2013 Library Journal, LLC Used with permission.

April 29, 2013
Before something can go viral, it must be contagious. Drawing upon his numerous academic publications and the work of others in a variety of fields, Berger explores the essential elements of how ideas, products, and organizations become very popular very quickly—and unlike other authors, his answers don’t necessarily point to social media. Keith Nobbs narrates in a youthful, slightly nasal voice—and this makes his performance all the more effective, as a youthful voice, rather than an older one, is better suited to explain the dynamics of popularity. Nobbs’s reading is nuanced and will help listeners navigate the author’s anecdotes and research. On its own, the author’s prose is engaging, but with Nobbs’s narration, the audiobook feels almost conversational, making Berger’s book even more accessible. A Simon & Schuster hardcover.

November 15, 2012
A marketing professor at the Wharton School explains how fads are generated and why certain products, ideas and behaviors gain social currency. Berger suggests that the secret lies in generating a buzz by turning a product into a conversation piece. Facebook and Twitter can play a role in this, but surprisingly, writes the author, "only 7 percent of word of mouth happens on-line." Berger uses the acronym STEPPS to describe the attributes of a product or an idea that goes viral. The author has assembled a team of collaborators who analyze why some products market themselves while others, which seem equally promising, are duds. Social currency is achieved when the item is memorable. One of Berger's examples is a cheesesteak sandwich, made with Kobe beef and lobster, that sells for $100. Triggers can be fortuitous associations. The sale of Mars bars peaked in mid-1997, he explains, when the Pathfinder landed on Mars and NASA was in the news. Emotional content that stimulates arousal heightens memory. Happy or sad associations are less likely to be shared than something funny. Public refers to the way average consumers are reassured by the popularity of an idea or item. Practical value is essential--it's why infomercials are effective and discounts and coupons are good selling points. Lastly, the package must be embedded in a good Story. Throughout the book, Berger provides a number of entertaining, illustrative examples in the vein of Malcolm Gladwell or Freakonomics. A provocative shift in focus from the technology of online transmission to the human element and a bold claim to explain "how word of mouth and social influence work...[and] can [be used to] make any product or idea contagious."

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