Contagious: Why Things Catch On
By Jonah Berger
Simon & Schuster Readers Group Guide
What makes products and ideas catch on and become popular? Why do some stories get shared more than others? Why are some rumors infectious? What makes things “go viral”?
In Contagious, Jonah Berger shares the secret science behind social transmission. Why we talk about and share some things rather than others. Why we pass things on. Filled with engaging stories and comprehensive research Contagious is an essential tool for anyone that wants to make their product or idea spread.
QUESTIONS FOR DISCUSSION
1) Consider and discuss the most recent email forward you received. It might have been a news article, video, or story. What aspects of the STEPPS framework did it adhere to? Do the same analysis for the last viral video you watched, hot restaurant you tried, hit movie you saw, etc. Which concepts in the framework apply?
2) Which examples that Berger mentioned (e.g., Blendtec, Dove’s Evolution, white iPhone earbuds) had y