Zusatztext "A provocative shift in focus from the technology of online transmission to the human element and a bold claim to explain 'how word of mouth and social influence work . . . [to] make any product or idea contagious." Informationen zum Autor Jonah Berger Klappentext Dynamic young Wharton professor Berger draws on his research to explain the six steps that make products or ideas contagious. Why do some products get more word of mouth than others? Why does some online content go viral? Contagious 1. Social Currency Among the brownstones and vintage shops on St. Mark's Place near Tompkins Square Park in New York City, you'll notice a small eatery. It's marked by a large red hot-dog-shaped sign with the words eat me written in what looks like mustard. Walk down a small flight of stairs and you're in a genuine old hole-in-the-wall hot dog restaurant. The long tables are set with all your favorite condiments, you can play any number of arcade-style video games, and, of course, order off a menu to die for. Seventeen varieties of hot dogs are offered. Every type of frankfurter you could imagine. The Good Morning is a bacon-wrapped hot dog smothered with melted cheese and topped with a fried egg. The Tsunami has teriyaki, pineapple, and green onions. And purists can order the New Yorker, a classic grilled all-beef frankfurter. But look beyond the gingham tablecloths and hipsters enjoying their dogs. Notice that vintage wooden phone booth tucked into the corner? The one that looks like something Clark Kent might have dashed into to change into Superman? Go ahead, peek inside. You'll notice an old-school rotary dial phone hanging on the inside of the booth, the type that has a finger wheel with little holes for you to dial each number. Just for kicks, place your finger in the hole under the number 2 (ABC). Dial clockwise until you reach the finger stop, release the wheel, and hold the receiver to your ear. To your astonishment, someone answers. Do you have a reservation? a voice asks. A reservation? Yes, a reservation. Of course you don't have one. What would you even need a reservation for? A phone booth in the corner of a hot dog restaurant? But today is your lucky day, apparently: they can take you. Suddenly, the back of the booth swings openit's a secret door!and you are let into a clandestine bar called, of all things, Please Don't Tell. In 1999, Brian Shebairo and his childhood friend Chris Antista decided to get into the hot dog business. The pair had grown up in New Jersey eating at famous places like Rutt's Hut and Johnny & Hanges and wanted to bring that same hot dog experience to New York City. After two years of R & D, riding their motorcycles up and down the East Coast tasting the best hot dogs, Brian and Chris were ready. On October 6, 2001, they opened Crif Dogs in the East Village. The name coming from the sound that poured out of Brian's mouth one day when he tried to say Chris's name while still munching on a hot dog. Crif Dogs was a big hit and won the best hot dog award from a variety of publications. But as the years passed, Brian was looking for a new challenge. He wanted to open a bar. Crif Dogs had always had a liquor license but had never taken full advantage of it. He and Chris had experimented with a frozen margarita machine, and kept a bottle of Jägermeister in the freezer every once in a while, but to do it right they really needed more space. Next door was a struggling bubble tea lounge. Brian's lawyer said that if they could get the space, the liquor license would transfer. After three years of consistent prodding, the neighbor finally gave in. But now came the tough part. New York City is flush with bar...

Autorentext

Jonah Berger

Klappentext

Dynamic young Wharton professor Berger draws on his research to explain the six steps that make products or ideas contagious. Why do some products get more word of mouth than others? Why does some online content go viral?

Zusammenfassung
The New York Times bestseller that explains why certain products and ideas become popular.

“Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” —Daniel Gilbert, author of the bestseller Stumbling on Happiness

What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed list, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children.

In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is: a blender.

Contagious provides specific, actionable techniques for helping information spread—for designing messages, advertisements, and content that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.

Leseprobe
Contagious

1. Social Currency

Among the brownstones and vintage shops on St. Mark’s Place near Tompkins Square Park in New York City, you’ll notice a small eatery. It’s marked by a large red hot-dog-shaped sign with the words “eat me” written in what looks like mustard. Walk down a small flight of stairs and you’re in a genuine old hole-in-the-wall hot dog restaurant. The long tables are set with all your favorite condiments, you can play any number of arcade-style video games, and, of course, order off a menu to die for.

Seventeen varieties of hot dogs are offered. Every type of frankfurter you could imagine. The Good Morning is a bacon-wrapped hot dog smothered with melted cheese and topped with a fried egg. The Tsunami has teriyaki, pineapple, and green onions. And purists can order the New Yorker, a classic grilled all-beef frankfurter.

But look beyond the gingham tablecloths and hipsters enjoying their dogs. Notice that vintage wooden phone booth tucked into the corner? The one that looks like something Clark Kent might have dashed into to change into Superman? Go ahead, peek inside.

You’ll notice an old-school rotary dial phone hanging on the inside of the booth, the type that has a finger wheel with little holes for you to dial each number. Just for kicks, place your finger in the hole under the number 2 (ABC). Dial clockwise until you reach the finger stop, release the wheel, and hold the receiver to your ear.

To your astonishment, someone answers. “Do you have a reservation?” a voice asks. A reservation?

Yes, a reservation. Of course you don’t have one. What would you even need a reservation for? A phone booth in the corner of a hot dog restaurant?

But today is your lucky day, apparently: they can take you. Suddenly, the back of the booth swings open—it’s a secret door!—and you are let into a clandestine bar called, of all things, Please Don’t Tell.

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