"Contagious: Why Things Catch On" by Jonah Berger
Jonah Berger, a
consumer psychologist explains in his book, “Contagious: Why Things Catch On”,
the concept in which consumer can spread awarenss of products and ideas through
word of mouth. The title is very accurate because when you think about an idea
or product that is new or exciting, it is contagious in that it spread very
quickly if these key steps are used. He used 6 key steps to explain his theory.
First was the idea of social currency, which said that the more people make
things look good, the better and this is a way that people make things go
viral. Another concept that he used was triggers, which meant that being could
be motivated to do or think certain things because they are triggered to do so.
Another one of the themes in the key steps was emotion, which would be useful
by connecting with the consumer and in an emotional way. The analogy “when we
care, we share” helped me understand this theme best. Another theme touched on
was the public. People are sometime driven to imitate others and this could
help in trying to convey messages or products if done correctly (using an
influential figure). A very important theme that Berger spoke on was practical
value in that the more useful a product or idea is, the more likely the
consumer will respond to it. Lastly, stories were an important theme as well,
making products or ideas relatable to the consumer. This book is similar to the
other reading, “A Plentiful Harvest”, in that they both use key steps, or
principles, to explain the guidelines in which spreading media successfully
work. Personally, I can connect with Contagious because when I watch the PSA’s
on late night television about dogs and adopting them, it creates an emotional
connection that motivates me to want to adopt.
"A Plentiful Harvest: Creating
Balance and Harmony Through the Seven Living Virtues" by Terrie Williams
"A Plentiful Harvest" is Terrie
Williams’ story of finding fulfillment and a more balanced life in public
relations and the advertising industry. The author tells her story of how she didn't feel fulfilled simply going through the motions in her job at one of the biggest public relations firms in the country. She inspired by a Kwanzaa card. The seven Kwanzaa principles that
Williams relates to public relations and touched on included calling, responsibility,
thrift, love, community, spirituality, and creativity. These virtues were
extremely helpful in forcing the reader to look deeper into their motivations
for working, goals and spirituality. The title, "A Plentiful Harvest: Creating
Balance and Harmony Through the Seven Living Virtues", is fitting, in that
creating and working for a plentiful harvest is the ultimate goal. Creating
balance and harmony are major themes through out the book so these are relevant to the title as well. This book is different from "Contagious" in that although it examines new approaches to public relations, "A Plentiful Harvest" is more self-reflective and spiritual opposed to the literal and research driven information that Berger presents. I can relate to Williams' story because a lot of the time, with school work, especially in public relations, I have to reflect on certain principles of my own that are the driving force in why I do what I do.
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