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Why are there products that no one seems to care about while some are inducing panic-buying the instant they are released? Why are some restaurants so empty, whilst others have people waiting in queues? Why are there campaigns that receive little attention, but others drive people to interact with them? This Amazon best-seller is a book based on thorough experiments and research. It analyzes the reasons why certain concepts become contagious and is backed up by numerous case studies. It also systematically summarizes six essential elements that could induce “contagiousness” and how to use them in practice.
Jonah Berger is a professor at the Wharton School of the University of Pennsylvania who specializes in marketing. He has published many articles in top-tier academic journals, and his work also appeared in many journals such as The New York Times, the Wall Street Journal, Harvard Business Review, and Wired. His research has been awarded as the New York Times’s “Year in Ideas”, and Wharton granted him the title of “Iron Prof”.
