‘Contagious: How to Build Word of Mouth in the Digital Age’ by Jonah Berger is a compelling exploration of the science behind word-of-mouth and social transmission. Berger introduces a framework that helps readers understand why certain products, ideas, or behaviors get talked about and shared more than others.
The STEPPS Framework
Berger introduces the STEPPS framework, comprising six key principles: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.
These principles are the driving forces behind why things become popular.
Harnessing the Power of Influencers
Berger debunks the myth that influencers are necessary for viral marketing.
Instead, he suggests focusing on the message rather than the messenger.
The Science of Sharing
Berger explores the psychology behind sharing, explaining that it’s driven by the desire to connect with others and the need for social approval.
The Virality of Products
Berger argues that any product, no matter how mundane, can achieve virality if it triggers an emotional response or provides practical value.
