_____________________________Journal of Multidisciplinary Research____________________________

107

Journal of Multidisciplinary Research, Vol. 5, No. 2, Summer 2013, 107-109.

ISSN 1947-2900 (print) • ISSN 1947-2919 (online) Compilation Copyright © 2013 by St. Thomas University. All rights reserved.

Book Review

Book Details Berger J. (2013). Contagious: Why things catch on. New York: Simon & Schuster, 244 pages,

hardcover, $26.00, ISBN 978-1-4516-8657-9. Reviewer

Hagai Gringarten, Ph.D.

Synopsis and Evaluation

Berger’s Contagious: Why Things Catch On (2013) seeks to explain the science behind what makes things popular and why some products, information, and behavior go viral while many others fail. Jonah Berger, the James G. Campbell Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania, combines academic research with interesting stories to explain and enlighten the power of word-of-mouth and social transmission.

Berger (2013) asserts that “Although quality, price and advertising contribute to products and ideas being successful, they don’t explain the whole story” (p. 5). According to Berger (2013), “word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions” (p.7), and it is much more effective than advertising. The reader will be surprised to learn that “only 7 percent of word of mouth happens online” (p. 11). Berger asserts that social influence and word-of-mouth have a huge impact because they are more persuasive, credible, and targeted toward interested audiences. This results in ideas, behaviors, and products going viral and subsequently becoming successful. The way to achieve a viral success is by following six basic principles Berger developed that will make products contagious and catch on. This set of actionable six elements or STEPPS consists of Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.

After analyzing what makes products and ideas contagious, Berger found the same common principles seem to make them go viral and succeed. He coined the six key principles STEPPS as follows:

Social Currency – People usually will talk about a product or idea that will help them

achieve a desired impression such as looking smart, rich, cool, and knowledgeable or feel like an insider. Simply telling others about a product will make us look good and feel good, and will make a certain impression. This is social currency, and companies

_____________________________Journal of Multidisciplinary Research____________________________

108

need to mint more of it—like the $100 cheese steak sandwich, created by a Philadelphia restaurateur that became a conversation piece. Talking about it made people feel sophisticated and made the brand contagious.

Triggers – Companies need to create stimuli that will prompt people to think about certain products and ideas. Sometimes, companies benefit serendipitously as with NASA’s Pathfinder mission to Mars. The extensive media attention to the Mars mission reminded people of the Mars candy brand and consequently sales increased.

Emotion – Crafting messages and ideas that evoke the right emotions will increase sharing among target market. Google’s “Parisian Love” ad told a love story evolving over time using Google searches. It was romantic and inspiring and became a viral hit.

Public – Making things public and more observable will increase the likelihood of imitation and make products and ideas advertise themselves. Steven Jobs decided to reverse long held belief and flipped the Apple logo upside-down making it look right to others, rather than the customer, thus making it publicly visible. Today, every Apple laptop user is helping advertise the Apple brand and create brand awareness simply by using it.

Practical Value – We need to package content as a good deal. It should seem valuable or useful, such as saving money, improving health, or saving time. “Of the six principles of contagiousness…practical value may be the easiest to apply” (p. 177). This might explain why an 86-year-old from Oklahoma became a YouTube sensation: His video about shucking corn had more than five million hits.

Stories – People like stories. Stories act as vessels and transmit information, and companies should embed “products and ideas in stories that people want to tell” (p. 24). From Peet’s Coffee to Nantucket Nectars, almost any consumer brand today has a story to tell. Making the product an integral part of the story will help spread it around.

Clever and with practical advice on how to make products and content go viral and

succeed, Berger’s Contagious: Why Things Catch On (2013) is an enjoyable and inspiring read. Berger uses real life anecdotes and academic research to illustrate and reveal techniques companies use to harness the power of word of mouth and social transmission. Thought provoking and smart, this book is entertaining and educational, at times reminding us of bestselling author Malcolm Gladwell. Berger’s unique subject matter and storytelling make it a great addition to this genre, and will benefit anyone who would like to create things that are contagious and will catch on.

_____________________________Journal of Multidisciplinary Research____________________________

109

In the Author’s Own Words

“Certain stories are more contagious, and certain rumors are more infectious. Some online content goes viral while other content never gets passed on. Some products get a good deal of word of mouth, while others go unmentioned. Why? What causes certain products, ideas, and behaviors to be talked about more? That’s what this book is about” (p. 13).

Reviewer’s Details

Hagai Gringarten, Ph.D. (hagai@stu.edu), St. Thomas University. Hagai Gringarten’s research interests include branding, international business, and marketing. He has authored a non-fiction bestselling book, Over a Cup of Coffee (Shiram Shachar, 2000). He also pursued postgraduate studies at the Harvard Graduate School of Business and the Kellogg School of Management. He currently teaches branding, marketing, and other business courses at St. Thomas University and serves as the Editor-in-Chief of the Journal of Multidisciplinary Research.

To Cite this Review Gringarten, H. (2013, Summer). [Review of the book Contagious: Why things catch on, by J.

Berger]. Journal of Multidisciplinary Research, 5(2), 107-109.

Copyright of Journal of Multidisciplinary Research (1947-2900) is the property of Journal ofMultidisciplinary Research and its content may not be copied or emailed to multiple sites orposted to a listserv without the copyright holder's express written permission. However, usersmay print, download, or email articles for individual use.