Jonah Berger – Contagious (2013)
Soms gaan producten, ideeën of filmpjes ‘viral’. De auteur legt aan de hand van zes principes (i.e., social currency, triggers, emotion, public, practical value, and stories) uit waarom dit in sommige gevallen wél en andere gevallen niet gebeurd. Leuk om te lezen, makkelijk om te begrijpen.
People don’t just care about how they are doing, they care about their performance in relation to others. People care about hierarchy.
Science articles frequently chronicle innovations and discoveries that evoke a particular emotion in readers: Awe.
Rather than harping on features or facts, we need to focus on feelings; the underlying emotions that motivate people to action.
People imitate those around them, tend to conform to what others are doing; in part because others’ choices provide information, if other people are doing something it must be a good idea.
Observability has a huge impact on whether products and ideas catch on; products that advertise themselves transmit social proof because usage is observable.
Stories provide a quick and easy way for people to acquire lots of knowledge in a vivid and engaging fashion; they save time and hassle and give people the information they need in a way that’s easy to remember.