Have You Caught What's Contagious

Book Title: Contagious: Why Things Catch On

Author: Jonah Berger

Length: 256 pages

Publisher: Simon and Schuster

Price: $18.89 USD (Amazon)

Have You Caught What’s Contagious?

Photo Produced From: nytimes.com

Do you ever wonder how or why things become popular? In Jonah Berger’s book “Contagious: Why Things Catch On,” he discusses and explains how and why things like this happen. He discusses how word of mouth can be one of the fastest ways to learn about a new product or idea. This concept makes me think of the saying “monkey see, monkey do.” This reminds me of when the popular TV show “Friends” made a hairstyle iconic. “The Rachel” made famous by actress Jennifer Aniston, became one of the most popular hairstyles of the 90s – if even got its own name!

Photo Produced From: limeylitgirl.blogspot.com

Jonah Berger is a successful writer and professor whose works have been published in The New York Times and the Wall Street Journal.  He is an Associate Professor of Marketing at the University of Pennsylvania, even teaching a class called: Contagious: How Products, Behaviors and Ideas Catch On.

This book discusses and explains why things go viral and what it takes to make it a sensation. Having published many articles and even teaching a class on social epidemics (how products, ideas, and behaviors become popular), Berger is obviously an expert on the subject. He proves his theory with relatable and relevant examples such as Rebecca Black’s infamous “Friday” song.

Overall, I found this book to be an interesting read. I always noticed when things caught on, but never really thought about the reasoning behind how or why it happened. This book opened my eyes on how sensations occur and why as well. Many of his ideas in the book can be applied to many fields, especially my own, Public Relations. I would recommend this book to anyone who is in the Marketing, Advertising, Public Relations and Psychology fields.

Contagious and A Plentiful Harvest

"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.

http://www.nytimes.com/2013/02/26/books/contagious-why-things-catch-on-by-jonah-berger.html?_r=0

http://jonahberger.com/books/contagious/

"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. 

http://www.publishersweekly.com/978-0-446-52715-6

http://www.smashwords.com/books/view/207643

Will You Catch What's Contagious?

Contagious: Why Things Catch On

Author: Jonah Berger

Book Length: 244 pages

Publisher: Simon & Schuster

Price: $26.00 (NEW HARD COVER)

Will You Catch What's Contagious?

By: Christina Wood

           After reading Jonah Berger’s illustration of a “Contagious” world, I never thought I would “catch on” to his insightful message and be able to apply it to my professional life.  Through the numerous examples of pop culture such as Rebecca Black’s “Friday” one hit wonder explanation of how it spread like wild fire, I truly believe that through the understanding of this book, the world of public relations can truly benefit from Berger’s findings.

            Jonah Berger is the James G. Campbell Associate Professor of Marketing at the Wharton School at the University of Pennsylvania.  According to Jonah Berger’s official website, “He has published dozens of articles in top-tier academic journals, and popular accounts of his work have appeared in places like The New York Times, the Wall Street Journal, The Washington Post, Science, Harvard Business Review, Wired, BusinessWeek, and Fast Company.”  His research has also been featured in The New York Times Magazine’s annual “Year in Ideas” issue. Berger has been recognized with awards for both scholarship and teaching, including being named Wharton’s “Iron Prof.” 

Berger is especially known for studying social epidemics, or how products, ideas, and behaviors catch on and become popular. He examines how individual decision-making and social dynamics (e.g., social influence) between people generate collective outcomes such as social contagion and trends. Most recently, Professor Berger has examined why certain products get more word-of-mouth than others and why certain online content goes viral.

Berger’s perspective based on the the studies mentioned above, really gave me a visual understanding of why things do catch on in new media.  His insight explains why certain things become popular and why certain brands trend over other brands. He gives examples from pop culture that are specific and easy to understand.  I believe that all practitioners studying public relations should read this book considering new media is rapidly growing every day, and Berger does a phenomenal job of explaining why.

For more information regarding Contagious check out these articles below:

Mapping Out the Path to Viral Fame

Jonah Berger | "Contagious: Why Things Catch On" YouTube

Goodreads.com

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