作者：JonahBerger
出版社：Simon&Schuster
副标题：WhyThingsCatchOn
出版年：2013-3-5
页数：256
定价：USD26.00
装帧：Hardcover
ISBN：9781451686579
内容简介
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The New York Times bestseller that explains why certain products and ideas become popular.
“Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” —Daniel Gilbert, author of the bestseller Stumbling on Happiness
What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?
Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed list, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children.
In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is: a blender.
Contagious provides specific, actionable techniques for helping information spread—for designing messages, advertisements, and content that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
作者简介
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For more details see: JonahBerger.com
Jonah Berger is a Professor at the Wharton School at the University of Pennsylvania, an internationally bestselling author, and a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors catch on. He has published dozens of articles in top‐tier academic journals, teaches Wharton's highest rated online course, and popular accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review. Over a million copies of his books, Contagious, Invisible Influence, and The Catalyst: How to Change Anyone's Mind are in print in over 35 countries around the world.
评论 ······
其实是半途而废 读到一半总有别的事儿耽误了 作罢吧
我偏颇地觉得一切marketing的理论都是post rationalization神器
虽然案例有点过时，但是营销心理学是不会变的。有一点特别赞同，火爆本身还是不应该脱离品牌本身的想法和价值，无厘头火爆的确收割了流量，但并不一定能转化成商业价值和营业额。
对新手有点用，很多都比较浅显…
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