Contagious：Why Things Catch On
- 作者
- 出版社 Simon & Schuster
- 出版时间 2013年3月
- ISBN 9781451686579
- 定价 222.00
内容简介
NewYorkTimesbestseller
Whatmakesthingspopular?
Ifyousaidadvertising，thinkagain.Peopledon’tlistentoadvertisements，theylistentotheirpeers.Butwhydopeopletalkaboutcertainproductsandideasmorethanothers?Whyaresomestoriesandrumorsmoreinfectious?Andwhatmakesonlinecontentgoviral?
WhartonmarketingprofessorJonahBergerhasspentthelastdecadeansweringthesequestions.He’sstudiedwhyNewYorkTimesarticlesmakethepaper’sownMostE-mailedList，whyproductsgetwordofmouth，andhowsocialinfluenceshapeseverythingfromthecarswebuytotheclothesweweartothenameswegiveourchildren.Inthisbook，Bergerrevealsthesecretsciencebehindword-of-mouthandsocialtransmission.Discoverhowsixbasicprinciplesdriveallsortsofthingstobecomecontagious，fromconsumerproductsandpolicyinitiativestoworkplacerumorsandYouTubevideos.
Contagiouscombinesgroundbreakingresearchwithpowerfulstories.Learnhowaluxurysteakhousefoundpopularitythroughthelowlycheese-steak，whyanti-drugcommercialsmighthaveactuallyincreaseddruguse，andwhymorethan200millionconsumerssharedavideoaboutoneoftheseeminglymostboringproductsthereis：ablender.Ifyou’vewonderedwhycertainstoriesgetshared，e-mailsgetforwarded，orvideosgoviral，Contagiousexplainswhy，andshowshowtoleveragetheseconceptstocraftcontagiouscontent.Thisbookprovidesasetofspecific，actionabletechniquesforhelpinginformationspread—fordesigningmessages，advertisements，andinformationthatpeoplewillshare.Whetheryou’reamanageratabigcompany，asmallbusinessownertryingtoboostawareness，apoliticianrunningforoffice，orahealthofficialtryingtogetthewordout，Contagiouswillshowyouhowtomakeyourproductorideacatchon.，
Whatmakesthingspopular?
Ifyousaidadvertising，thinkagain.Peopledon’tlistentoadvertisements，theylistentotheirpeers.Butwhydopeopletalkaboutcertainproductsandideasmorethanothers?Whyaresomestoriesandrumorsmoreinfectious?Andwhatmakesonlinecontentgoviral?
WhartonmarketingprofessorJonahBergerhasspentthelastdecadeansweringthesequestions.He’sstudiedwhyNewYorkTimesarticlesmakethepaper’sownMostE-mailedList，whyproductsgetwordofmouth，andhowsocialinfluenceshapeseverythingfromthecarswebuytotheclothesweweartothenameswegiveourchildren.Inthisbook，Bergerrevealsthesecretsciencebehindword-of-mouthandsocialtransmission.Discoverhowsixbasicprinciplesdriveallsortsofthingstobecomecontagious，fromconsumerproductsandpolicyinitiativestoworkplacerumorsandYouTubevideos.
Contagiouscombinesgroundbreakingresearchwithpowerfulstories.Learnhowaluxurysteakhousefoundpopularitythroughthelowlycheese-steak，whyanti-drugcommercialsmighthaveactuallyincreaseddruguse，andwhymorethan200millionconsumerssharedavideoaboutoneoftheseeminglymostboringproductsthereis：ablender.Ifyou’vewonderedwhycertainstoriesgetshared，e-mailsgetforwarded，orvideosgoviral，Contagiousexplainswhy，andshowshowtoleveragetheseconceptstocraftcontagiouscontent.Thisbookprovidesasetofspecific，actionabletechniquesforhelpinginformationspread—fordesigningmessages，advertisements，andinformationthatpeoplewillshare.Whetheryou’reamanageratabigcompany，asmallbusinessownertryingtoboostawareness，apoliticianrunningforoffice，orahealthofficialtryingtogetthewordout，Contagiouswillshowyouhowtomakeyourproductorideacatchon.，
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