Contagious – by Jonah Berger

ContagiousThis book is a fascinating and practical look into the psychology of influence. In particular, as the title suggests, it looks at why ideas catch on and spread.

Berger presents six key principles – which he summarises with the acronym STEPPS: Social Currency (it makes you look good), Triggers (something reminds you of it), Emotion (it arouses emotions), Public (other people see it in use), Practical Value (it’s useful), and Stories (it has a story). Some of these overlap naturally with other psychological principles (such as those in Robert Cialdini’s seminal book Influence), but it’s useful to see them applied here specifically to the idea of creating “contagious” ideas and products.

Buy the book from Amazon.com.

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