Contagious ─ Jonah Berger Professional Communication 2
Table of Contents
Introduction:
1. Why Things Catch On
2. Social Transmission
3. Word of Mouth
4. Virality
5. Principles of Contagiousness
6. Notes before Chapter I
1. Why things catch on
Social epidemic:
Instances where products, ideas, and behaviors diffuse through a population
It starts with a few individuals and spreads, often from person to person, almost like a virus
Suddenly, everyone wants to buy the latest new product, visit the trendy gym, or read the latest article
Why:
Some products and ideas become popular because they are just plain better
Another reason products catch on is attractive pricing, advertising also plays a role
2. Social transmission
“People love to share stories, news, and information with those around them. We tell our friends about great
vacation destinations, chat with our neighbors about good deals, and gossip with coworkers about potential
layoffs. We write online reviews about movies, share rumors on Facebook, and tweet about recipes we just
tried. Social influence has a huge impact on whether products, ideas, and behaviors catch on.”
While quality, price, and advertising contribute to products and ideas being successful, word of
mouth drives 20 to 50 percent of all purchasing decisions. Anything can be word of mouth worthy.
Example the blend-tec “will it blend” series:
No one would think of a blender as being conversation worthy, but they made it happen
People are watching because they love to see a blender tear through unusual things e.g., iPhone
Along the way they’re learning about the brand
“Buy this blender. It’s fantastic. You’ll love it,” people wouldn’t share that with others, seems like an ad
3. Word of mouth
Word of mouth is more effective than traditional advertising for two reasons:
It’s more persuasive:
Word of mouth recommendations are more objective and candid*, so we are more likely to trust
and listen to them*honest and telling the truth
People are more likely to believe in their friends than in advertisements
It’s more targeted:
We share information and stories with people who will find our information relevant and interesting
It goes directly to an interested audience
Companies try to advertise in ways that allow them to reach the most interested customers
1
,Contagious ─ Jonah Berger Professional Communication 2
3.1 Word of Mouth Offline vs Online
Research by the Keller Fay Group finds that only 7 percent of WOM happens online
Only 7% may be shocking because:
We tend to overestimate online word of mouth because it’s easier to see
Social media sites provide a record of all the clips, comments, and other content we share online
When we look at it, it seems like a lot
We often don't think about all the offline conversations we've had during that time because we
can’t easily see them
Online conversations could reach a much larger audience
Offline conversations may be more in-depth
The first issue with all the hype around social media:
People tend to ignore the importance of offline word of mouth
Offline discussions are more prevalent*, and potentially more impactful than online ones
*occur more frequently, more common
The second issue is that social media are technologies:
Social media are technologies, not strategies
Word-of-mouth marketing is only effective if people actually talk
p.20: “Harnessing the power of word of mouth, online or offline, requires understanding why people talk and
why some things get talked about and shared more than others. The psychology of sharing, the science of social
transmission.”
For example, The Tipping Point, a book by Malcolm Gladwell:
He argues that social epidemics are driven “by the efforts of a handful of exceptional people” whom
he calls mavens, connectors, and salesmen. "That magic moment when an idea, trend or social
behavior crosses a threshold, tips, and spreads like wildfire." (= Berger argues that this is wrong
Conventional wisdom:
“Generating word of mouth is all about finding the right people.” = WRONG
The message is more important for making things go viral
Being persuasive or having more friends, does NOT make you more influential in spreading
information or making things go viral
p. 22: “By focusing so much on the messenger, we’ve neglected a much more obvious driver of sharing:
The message.”
3.2 Joke analogy
To use an analogy, think about jokes.
We all have friends who are better joke tellers than we are. Whenever they tell a joke the room bursts
out laughing. But jokes also vary. Some jokes are so funny that it doesn’t matter who tells them.
Everyone laughs even if the person sharing the joke isn’t all that funny.
Contagious content is like that, so inherently viral that it spreads regardless of who is talking
2
,Contagious ─ Jonah Berger Professional Communication 2
4. Virality is made
“What about a message makes people want to pass it on?”
Prevalent theory:
Virality is completely random
It’s impossible to predict whether a video or piece of content will be highly shared
Other people conjecture* based on case studies and anecdotes ( *guess based on how it seems and not on proof)
Because so many of the most popular YouTube videos are either funny or cute, involving babies or
kittens, you commonly hear that humor or cuteness is a key ingredient for virality
These “theories” ignore:
That many of those features (cute, funny) also exist in content that failed to attract any audience
That some cat clips get millions of views, but those are the outliers, not the norm
That most get less than a few dozen views
So virality isn’t born, it’s made:
Regardless of how boring a product or idea may seem, there are ways to make it contagious
To fully understand what causes people to share things, you have to look at both successes and
failures, and whether more often than not, certain characteristics are linked to success
5. Six principles of Contagiousness
p.23: “Just as recipes often call for sugar to make something sweet, we kept finding the same ingredients
in ads that went viral, news articles that were shared, or products that received lots of WOM.” The same
six “ingredients,” or principles, were often at work.
There are six key STEPPS that cause things to be talked about, shared, and imitated:
Principles Why it Works
Social How does it make people look to talk about a product or idea?
currency Most people would rather look smart than dumb, rich than poor, and cool than geeky.
Triggers How do we remind people to talk about our products and ideas?
Triggers are stimuli that prompt people to think about related things.
Emotion When we care, we share.
So how can we craft messages and ideas that make people feel something?
Public Can people see when others are using our product or engaging in our desired behavior?
Making things more observable makes them easier to imitate, which makes them more
likely to become popular.
Practical How can we craft content that seems useful?
value People like to help others, so if we can show them how our products or ideas will save
time, improve health, or save money, they’ll spread the word.
Stories What broader narrative can we wrap our idea in?
People don’t just share information, they tell stories.
6. Notes before Chapter I
3
,Contagious ─ Jonah Berger Professional Communication 2
6.1 Cheesesteak Example
In the introduction of "Contagious”, the example of the cheesesteak is used to illustrate why things catch
on and become popular. Berger describes a restaurant in Philadelphia that decided to offer a $100
cheesesteak, an unconventional and extravagant twist on a common and beloved local food item.
Barclay Prime Steakhouse Concept:
Aim is to deliver the best steakhouse experience
Essential to generate buzz to stand out among numerous expensive steakhouses
Needed a unique and attention-grabbing idea
The $100 Cheesesteak
Howard Wein’s idea:
Standard Philly cheesesteak is simple, affordable, and widely available
Howard Wein -> elevate the cheesesteak to haute cuisine with a $100 price tag
E.g., black truffles, butter-poached Maine lobster tail, served with Veuve Clicquot champagne
Response:
Generated significant buzz and media coverage
People shared the experience, enhancing social currency
Media outlets like USA Today and The Wall Street Journal covered it
Featured on Discovery Channel's Best Food Ever
Celebrities like David Beckham and David Letterman engaged with it
Social Currency:
People like to share things that make them look good or feel special
It’s an unusual and luxurious version of a common dish
Gives people a reason to talk about it and share their experience with others
It makes them feel special and in the know
Triggers:
When people in Philadelphia think about cheesesteaks, they might think about the $100 version
That keeps the buzz alive
Public:
When people see others eating or talking about it, they’re more likely to talk about it themselves
It creates a visible marker that others can observe and discuss
Practical Value:
While the $100 cheesesteak is extravagant, it also taps into the idea of practical value because it
offers a unique experience that people can share
The story itself has value -> it’s surprising and interesting, which makes it worth talking about
Stories:
People don’t just share information; they share stories
The $100 cheesesteak creates a narrative that people want to tell others about
6.2 Analogy: Viral diseases ≠ Viral products
4
,Contagious ─ Jonah Berger Professional Communication 2
"Viral" means something likely to spread from one person to another:
The analogy to diseases works but has limitations
Diseases can spread through long transmission chains starting from one person
Long chains are less common with products and ideas
Products and ideas are often shared, but it's rare for one person to start an extremely long chain
Making an idea or product more viral:
Means increasing its likelihood of spreading from one person to another
This definition of viral does not depend on creating long chains or widespread “infection”
6.3 Analogy: Recipe ingredients ≠ STEPPS principles
The recipe analogy is not perfect:
Because not all six principles are required for a product or idea to be contagious
More principles can help, but a product that is ‘Public’ won't fail just because it lacks a ‘Story’
Think of the principles like salad toppings: you can mix and match them as desired
Some principles are easier to apply to certain ideas or initiatives:
Nonprofits often evoke ‘Emotion’ well
Physical products or behaviors can easily play up ‘Public’ visibility
“Contagious content often comes from applying principles that originally might have seemed
unlikely.” E.g., Will it blend?
5
,Contagious ─ Jonah Berger Professional Communication 2
Table of contents
Chapters:
1. Social Currency
2. Triggers
3. Emotion
4. Public
5. Practical Value
6. Stories
7. Conclusion
Chapter I: Social currency
If something is supposed to be secret, people will often be more likely to talk about it = social currency
“People share what makes them look good to others”:
Most people would rather look clever rather than dumb, hip than dull, cool than geeky
What we talk about influences how others see us
Knowing about cool things makes people seem sharp and in the know
Example Please don’t Tell:
Brian and Chris opened ‘Crif Dogs’ in NYC, which quickly became popular
Brian wanted a new challenge and decided to open a bar
He used a neighboring space and a secret entrance through a 1930s phone booth
It relies on WOM and personal recommendations instead of advertising, making it highly sought-after
What could be more remarkable than watching people disappear into the back of a phone booth?
“The most powerful marketing is personal recommendation.”:
Nothing is more viral or infectious than a friend going to a place and giving it his full recommendation
“In case it’s not clear, here’s a little secret about secrets: they tend not to stay secret very long.”:
If something is supposed to be secret, people might well be more likely to talk about it
p.33: “So, to get people talking we need to craft messages that help them achieve these desired impressions. We
need to find our inner remarkability and make people feel like insiders. We need to leverage game mechanics to give
people ways to achieve and provide visible symbols of status that they can show to others.”
“Self-sharing” follows us throughout our lives:
The desire to share our thoughts, opinions, and experiences
A reason why social media and online social networks have become so popular
We tell friends about new clothes, show family the piece we’re sending to the local newspaper, …
Me-focus:
Research: more than 40% of what people talk about is their personal experiences or relationships
Half of tweets are “me” focused: what people are doing now/ things that have happened to them
Why do people talk so much about their own attitudes and experiences?
It’s more than just vanity; we’re actually wired to find it pleasurable
Harvard neuroscientists found that disclosing information about the self is intrinsically rewarding
Sharing personal opinions activated the same brain circuits that respond to rewards like food, money
Word of mouth, then, is a prime tool for making a good impression:
6
,Contagious ─ Jonah Berger Professional Communication 2
Think of it as a kind of currency: social currency
Just as people use money to buy products or services, they use social currency to achieve desired
positive impressions among their families, friends, and colleagues
Give people a way to make themselves look good while promoting products, ideas along the way
How to generate social currency?
1.1 Find inner remarkability
Remarkable things are unusual, extraordinary, or worthy of notice or attention
Something can be remarkable because it is novel, surprising, extreme, or just plain interesting
You can make your product remarkable by breaking a pattern that people have come to expect
E.g., black toilet paper in the bathroom
Worthy of mention: Learning that a ball of glass will bounce higher than a ball of rubber is just so
noteworthy that you have to mention it. Remarkable things provide social currency because they make the
people who talk about them seem, well, more remarkable
Social approval: Some people like to be the life of the party, but no one wants to be the death of it. We all
want to be liked. The desire for social approval is a fundamental human motivation
Interesting, surprising, or novel: The key to finding inner remarkability is to think about what makes
something interesting, surprising, or novel
Break pattern: One way to generate surprise is by breaking a pattern people have come to expect
Universal: The best thing about remarkability is that it can be applied to anything. You might think that a
product, service, or idea would have to be inherently remarkable—that remarkability isn’t something you
can impose from the outside. Anything can be remarkable.
Example Blendtec: But it’s possible to find the inner remarkability in any product or idea by thinking
about what makes that thing stand out. Remember Blendtec, the blender company we talked about in
the Introduction? By finding the product’s inner remarkability, the company was able to get millions of
people to talk about a boring old blender
1.2 Leverage game mechanics
Game mechanics:
Include rules and feedback loops that make things fun
You get points for doing well at solitaire, levels of Sudoku, golf tournaments have leaderboards
These elements tell players where they stand in the game and how well they are doing
Good game mechanics keep people engaged, motivated, and always wanting more:
One way game mechanics motivate is internally
We all enjoy achieving things
Building game mechanisms into your product (e.g., Airline frequent flier programs) lead people to engage in certain
behaviors (e.g., flying one airline even when it’s not convenient) and to talk about their achievements (e.g.,
achieving Diamond status with an airline). Along the way, they spread the word about brands.
Discrete markers:
They motivate us to work harder, especially when we get close to achieving them
7
, Contagious ─ Jonah Berger Professional Communication 2
Game mechanics help generate social currency because doing well makes us look good
Game mechanics also motivate us on an interpersonal level by encouraging social comparison
Comparison: People don’t just care about how they are doing; they care about their performance in
relation to others
Hierarchy:
Just like many other animals, people care about hierarchy
E.g., Apes engage in status displays and dogs try to figure out who is the alpha
Humans are no different; we like feeling that we’re high status, top dog, or leader of the pack
But status is inherently relational, being leader of the pack requires a pack -> doing better than others
Game mechanics boosts word of mouth: People are talking because they want to show off their
achievements, but along the way they talk about the brands (Delta or Twitter)
Metrics:
Leveraging game mechanics requires quantifying performance
Some domains like golf handicaps and SAT scores have built-in metrics
People can easily see how they are doing, compare themselves with others without needing help
But if a product or idea doesn’t automatically do that, it needs to be “gamified”
Metrics need to be created or recorded that let people see where they stand
Awards:
Recipients of awards love boasting about them
It gives them the opportunity to tell others how great they are
But along the way they have to mention who gave them the award
1.3 Make people feel like insiders
People enjoy feeling like insiders, there are two mechanisms that make people feel like insiders:
1. Scarcity:
Is about how much of something is offered
Scarce things are less available because of high demand, limited production, or restrictions on the
time or place you can acquire them
For example, Please Don’t Tell (NYC Speakeasy), only has 45 seats available
2. Exclusivity:
Is also about availability, but in a different way.
Exclusive things are accessible only to people who meet particular criteria
It’s not just about money or celebrities, it’s also about knowledge
Knowing certain information or being connected to people who do
For example, for an invite-only website, you need to know an existing site member to get access
Insiders:
Scarcity and exclusivity boost word of mouth by making people feel like insiders
If people get something not everyone else has, it makes them feel special, unique, high status
Because of that they’ll not only like a product or service more, but tell others about it
a. Paid shares:
People are happy to talk about companies and products they like
Millions of people do it for free every day, without prompting (persuasion)
8
Table of Contents
Introduction:
1. Why Things Catch On
2. Social Transmission
3. Word of Mouth
4. Virality
5. Principles of Contagiousness
6. Notes before Chapter I
1. Why things catch on
Social epidemic:
Instances where products, ideas, and behaviors diffuse through a population
It starts with a few individuals and spreads, often from person to person, almost like a virus
Suddenly, everyone wants to buy the latest new product, visit the trendy gym, or read the latest article
Why:
Some products and ideas become popular because they are just plain better
Another reason products catch on is attractive pricing, advertising also plays a role
2. Social transmission
“People love to share stories, news, and information with those around them. We tell our friends about great
vacation destinations, chat with our neighbors about good deals, and gossip with coworkers about potential
layoffs. We write online reviews about movies, share rumors on Facebook, and tweet about recipes we just
tried. Social influence has a huge impact on whether products, ideas, and behaviors catch on.”
While quality, price, and advertising contribute to products and ideas being successful, word of
mouth drives 20 to 50 percent of all purchasing decisions. Anything can be word of mouth worthy.
Example the blend-tec “will it blend” series:
No one would think of a blender as being conversation worthy, but they made it happen
People are watching because they love to see a blender tear through unusual things e.g., iPhone
Along the way they’re learning about the brand
“Buy this blender. It’s fantastic. You’ll love it,” people wouldn’t share that with others, seems like an ad
3. Word of mouth
Word of mouth is more effective than traditional advertising for two reasons:
It’s more persuasive:
Word of mouth recommendations are more objective and candid*, so we are more likely to trust
and listen to them*honest and telling the truth
People are more likely to believe in their friends than in advertisements
It’s more targeted:
We share information and stories with people who will find our information relevant and interesting
It goes directly to an interested audience
Companies try to advertise in ways that allow them to reach the most interested customers
1
,Contagious ─ Jonah Berger Professional Communication 2
3.1 Word of Mouth Offline vs Online
Research by the Keller Fay Group finds that only 7 percent of WOM happens online
Only 7% may be shocking because:
We tend to overestimate online word of mouth because it’s easier to see
Social media sites provide a record of all the clips, comments, and other content we share online
When we look at it, it seems like a lot
We often don't think about all the offline conversations we've had during that time because we
can’t easily see them
Online conversations could reach a much larger audience
Offline conversations may be more in-depth
The first issue with all the hype around social media:
People tend to ignore the importance of offline word of mouth
Offline discussions are more prevalent*, and potentially more impactful than online ones
*occur more frequently, more common
The second issue is that social media are technologies:
Social media are technologies, not strategies
Word-of-mouth marketing is only effective if people actually talk
p.20: “Harnessing the power of word of mouth, online or offline, requires understanding why people talk and
why some things get talked about and shared more than others. The psychology of sharing, the science of social
transmission.”
For example, The Tipping Point, a book by Malcolm Gladwell:
He argues that social epidemics are driven “by the efforts of a handful of exceptional people” whom
he calls mavens, connectors, and salesmen. "That magic moment when an idea, trend or social
behavior crosses a threshold, tips, and spreads like wildfire." (= Berger argues that this is wrong
Conventional wisdom:
“Generating word of mouth is all about finding the right people.” = WRONG
The message is more important for making things go viral
Being persuasive or having more friends, does NOT make you more influential in spreading
information or making things go viral
p. 22: “By focusing so much on the messenger, we’ve neglected a much more obvious driver of sharing:
The message.”
3.2 Joke analogy
To use an analogy, think about jokes.
We all have friends who are better joke tellers than we are. Whenever they tell a joke the room bursts
out laughing. But jokes also vary. Some jokes are so funny that it doesn’t matter who tells them.
Everyone laughs even if the person sharing the joke isn’t all that funny.
Contagious content is like that, so inherently viral that it spreads regardless of who is talking
2
,Contagious ─ Jonah Berger Professional Communication 2
4. Virality is made
“What about a message makes people want to pass it on?”
Prevalent theory:
Virality is completely random
It’s impossible to predict whether a video or piece of content will be highly shared
Other people conjecture* based on case studies and anecdotes ( *guess based on how it seems and not on proof)
Because so many of the most popular YouTube videos are either funny or cute, involving babies or
kittens, you commonly hear that humor or cuteness is a key ingredient for virality
These “theories” ignore:
That many of those features (cute, funny) also exist in content that failed to attract any audience
That some cat clips get millions of views, but those are the outliers, not the norm
That most get less than a few dozen views
So virality isn’t born, it’s made:
Regardless of how boring a product or idea may seem, there are ways to make it contagious
To fully understand what causes people to share things, you have to look at both successes and
failures, and whether more often than not, certain characteristics are linked to success
5. Six principles of Contagiousness
p.23: “Just as recipes often call for sugar to make something sweet, we kept finding the same ingredients
in ads that went viral, news articles that were shared, or products that received lots of WOM.” The same
six “ingredients,” or principles, were often at work.
There are six key STEPPS that cause things to be talked about, shared, and imitated:
Principles Why it Works
Social How does it make people look to talk about a product or idea?
currency Most people would rather look smart than dumb, rich than poor, and cool than geeky.
Triggers How do we remind people to talk about our products and ideas?
Triggers are stimuli that prompt people to think about related things.
Emotion When we care, we share.
So how can we craft messages and ideas that make people feel something?
Public Can people see when others are using our product or engaging in our desired behavior?
Making things more observable makes them easier to imitate, which makes them more
likely to become popular.
Practical How can we craft content that seems useful?
value People like to help others, so if we can show them how our products or ideas will save
time, improve health, or save money, they’ll spread the word.
Stories What broader narrative can we wrap our idea in?
People don’t just share information, they tell stories.
6. Notes before Chapter I
3
,Contagious ─ Jonah Berger Professional Communication 2
6.1 Cheesesteak Example
In the introduction of "Contagious”, the example of the cheesesteak is used to illustrate why things catch
on and become popular. Berger describes a restaurant in Philadelphia that decided to offer a $100
cheesesteak, an unconventional and extravagant twist on a common and beloved local food item.
Barclay Prime Steakhouse Concept:
Aim is to deliver the best steakhouse experience
Essential to generate buzz to stand out among numerous expensive steakhouses
Needed a unique and attention-grabbing idea
The $100 Cheesesteak
Howard Wein’s idea:
Standard Philly cheesesteak is simple, affordable, and widely available
Howard Wein -> elevate the cheesesteak to haute cuisine with a $100 price tag
E.g., black truffles, butter-poached Maine lobster tail, served with Veuve Clicquot champagne
Response:
Generated significant buzz and media coverage
People shared the experience, enhancing social currency
Media outlets like USA Today and The Wall Street Journal covered it
Featured on Discovery Channel's Best Food Ever
Celebrities like David Beckham and David Letterman engaged with it
Social Currency:
People like to share things that make them look good or feel special
It’s an unusual and luxurious version of a common dish
Gives people a reason to talk about it and share their experience with others
It makes them feel special and in the know
Triggers:
When people in Philadelphia think about cheesesteaks, they might think about the $100 version
That keeps the buzz alive
Public:
When people see others eating or talking about it, they’re more likely to talk about it themselves
It creates a visible marker that others can observe and discuss
Practical Value:
While the $100 cheesesteak is extravagant, it also taps into the idea of practical value because it
offers a unique experience that people can share
The story itself has value -> it’s surprising and interesting, which makes it worth talking about
Stories:
People don’t just share information; they share stories
The $100 cheesesteak creates a narrative that people want to tell others about
6.2 Analogy: Viral diseases ≠ Viral products
4
,Contagious ─ Jonah Berger Professional Communication 2
"Viral" means something likely to spread from one person to another:
The analogy to diseases works but has limitations
Diseases can spread through long transmission chains starting from one person
Long chains are less common with products and ideas
Products and ideas are often shared, but it's rare for one person to start an extremely long chain
Making an idea or product more viral:
Means increasing its likelihood of spreading from one person to another
This definition of viral does not depend on creating long chains or widespread “infection”
6.3 Analogy: Recipe ingredients ≠ STEPPS principles
The recipe analogy is not perfect:
Because not all six principles are required for a product or idea to be contagious
More principles can help, but a product that is ‘Public’ won't fail just because it lacks a ‘Story’
Think of the principles like salad toppings: you can mix and match them as desired
Some principles are easier to apply to certain ideas or initiatives:
Nonprofits often evoke ‘Emotion’ well
Physical products or behaviors can easily play up ‘Public’ visibility
“Contagious content often comes from applying principles that originally might have seemed
unlikely.” E.g., Will it blend?
5
,Contagious ─ Jonah Berger Professional Communication 2
Table of contents
Chapters:
1. Social Currency
2. Triggers
3. Emotion
4. Public
5. Practical Value
6. Stories
7. Conclusion
Chapter I: Social currency
If something is supposed to be secret, people will often be more likely to talk about it = social currency
“People share what makes them look good to others”:
Most people would rather look clever rather than dumb, hip than dull, cool than geeky
What we talk about influences how others see us
Knowing about cool things makes people seem sharp and in the know
Example Please don’t Tell:
Brian and Chris opened ‘Crif Dogs’ in NYC, which quickly became popular
Brian wanted a new challenge and decided to open a bar
He used a neighboring space and a secret entrance through a 1930s phone booth
It relies on WOM and personal recommendations instead of advertising, making it highly sought-after
What could be more remarkable than watching people disappear into the back of a phone booth?
“The most powerful marketing is personal recommendation.”:
Nothing is more viral or infectious than a friend going to a place and giving it his full recommendation
“In case it’s not clear, here’s a little secret about secrets: they tend not to stay secret very long.”:
If something is supposed to be secret, people might well be more likely to talk about it
p.33: “So, to get people talking we need to craft messages that help them achieve these desired impressions. We
need to find our inner remarkability and make people feel like insiders. We need to leverage game mechanics to give
people ways to achieve and provide visible symbols of status that they can show to others.”
“Self-sharing” follows us throughout our lives:
The desire to share our thoughts, opinions, and experiences
A reason why social media and online social networks have become so popular
We tell friends about new clothes, show family the piece we’re sending to the local newspaper, …
Me-focus:
Research: more than 40% of what people talk about is their personal experiences or relationships
Half of tweets are “me” focused: what people are doing now/ things that have happened to them
Why do people talk so much about their own attitudes and experiences?
It’s more than just vanity; we’re actually wired to find it pleasurable
Harvard neuroscientists found that disclosing information about the self is intrinsically rewarding
Sharing personal opinions activated the same brain circuits that respond to rewards like food, money
Word of mouth, then, is a prime tool for making a good impression:
6
,Contagious ─ Jonah Berger Professional Communication 2
Think of it as a kind of currency: social currency
Just as people use money to buy products or services, they use social currency to achieve desired
positive impressions among their families, friends, and colleagues
Give people a way to make themselves look good while promoting products, ideas along the way
How to generate social currency?
1.1 Find inner remarkability
Remarkable things are unusual, extraordinary, or worthy of notice or attention
Something can be remarkable because it is novel, surprising, extreme, or just plain interesting
You can make your product remarkable by breaking a pattern that people have come to expect
E.g., black toilet paper in the bathroom
Worthy of mention: Learning that a ball of glass will bounce higher than a ball of rubber is just so
noteworthy that you have to mention it. Remarkable things provide social currency because they make the
people who talk about them seem, well, more remarkable
Social approval: Some people like to be the life of the party, but no one wants to be the death of it. We all
want to be liked. The desire for social approval is a fundamental human motivation
Interesting, surprising, or novel: The key to finding inner remarkability is to think about what makes
something interesting, surprising, or novel
Break pattern: One way to generate surprise is by breaking a pattern people have come to expect
Universal: The best thing about remarkability is that it can be applied to anything. You might think that a
product, service, or idea would have to be inherently remarkable—that remarkability isn’t something you
can impose from the outside. Anything can be remarkable.
Example Blendtec: But it’s possible to find the inner remarkability in any product or idea by thinking
about what makes that thing stand out. Remember Blendtec, the blender company we talked about in
the Introduction? By finding the product’s inner remarkability, the company was able to get millions of
people to talk about a boring old blender
1.2 Leverage game mechanics
Game mechanics:
Include rules and feedback loops that make things fun
You get points for doing well at solitaire, levels of Sudoku, golf tournaments have leaderboards
These elements tell players where they stand in the game and how well they are doing
Good game mechanics keep people engaged, motivated, and always wanting more:
One way game mechanics motivate is internally
We all enjoy achieving things
Building game mechanisms into your product (e.g., Airline frequent flier programs) lead people to engage in certain
behaviors (e.g., flying one airline even when it’s not convenient) and to talk about their achievements (e.g.,
achieving Diamond status with an airline). Along the way, they spread the word about brands.
Discrete markers:
They motivate us to work harder, especially when we get close to achieving them
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, Contagious ─ Jonah Berger Professional Communication 2
Game mechanics help generate social currency because doing well makes us look good
Game mechanics also motivate us on an interpersonal level by encouraging social comparison
Comparison: People don’t just care about how they are doing; they care about their performance in
relation to others
Hierarchy:
Just like many other animals, people care about hierarchy
E.g., Apes engage in status displays and dogs try to figure out who is the alpha
Humans are no different; we like feeling that we’re high status, top dog, or leader of the pack
But status is inherently relational, being leader of the pack requires a pack -> doing better than others
Game mechanics boosts word of mouth: People are talking because they want to show off their
achievements, but along the way they talk about the brands (Delta or Twitter)
Metrics:
Leveraging game mechanics requires quantifying performance
Some domains like golf handicaps and SAT scores have built-in metrics
People can easily see how they are doing, compare themselves with others without needing help
But if a product or idea doesn’t automatically do that, it needs to be “gamified”
Metrics need to be created or recorded that let people see where they stand
Awards:
Recipients of awards love boasting about them
It gives them the opportunity to tell others how great they are
But along the way they have to mention who gave them the award
1.3 Make people feel like insiders
People enjoy feeling like insiders, there are two mechanisms that make people feel like insiders:
1. Scarcity:
Is about how much of something is offered
Scarce things are less available because of high demand, limited production, or restrictions on the
time or place you can acquire them
For example, Please Don’t Tell (NYC Speakeasy), only has 45 seats available
2. Exclusivity:
Is also about availability, but in a different way.
Exclusive things are accessible only to people who meet particular criteria
It’s not just about money or celebrities, it’s also about knowledge
Knowing certain information or being connected to people who do
For example, for an invite-only website, you need to know an existing site member to get access
Insiders:
Scarcity and exclusivity boost word of mouth by making people feel like insiders
If people get something not everyone else has, it makes them feel special, unique, high status
Because of that they’ll not only like a product or service more, but tell others about it
a. Paid shares:
People are happy to talk about companies and products they like
Millions of people do it for free every day, without prompting (persuasion)
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