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Contagious: Why Things Catch on

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Berger] sheds new light on phenomena that may seem familiar, showing with precision why things catch on. If this material is enough to cover an entire Wharton MBA course, then I'm not sure what that says about Wharton's program. Video game makers have been applying the psychology of levels/goals attainment in their designs for decades. If Social Currency is about information senders and how sharing makes them look, Practical Value is mostly about the information receiver.

The stronger portions of “Contagious” are clearly those relating to psychology, sociology, and behavioral economics. The conclusion (this includes the Epilogue), however, is weak, unbalanced, and lacking any remarkable traits. The key to finding inner remarkability, says Berger, is to consider what makes something interesting, surprising, or novel. I assume it's very practical for any business person, and I assume it will be picked up and use in numerous classrooms.This means that much of the information in “Contagious” is either not memorable or is common sense to those who either studied or currently practice marketing. The basic idea is to make a product “viral”, that is, to have the product spread either through word of mouth, “You Tube”, or any other method of getting your message out to the public.

What we talk about, inevitably determines what others perceive of us, which leads us to share things that make us seem more entertaining, clever, smart, and/or funny. It serves its purposes (FOR ME) in explaining in a very, very basic manner the tactics used to establish the worthiness/useability of a product. Chop some steak on a griddle, throw it on a hoagie (hero) roll, and melt some Provolone cheese or Cheez Whiz on top. If you want to get the word out about your product, service,e or brand, you must get the word out to those who care about you. Diminishing sensitivity reflects the idea that the same change has a smaller impact the farther it is from the reference point.On the mechanical side of things, understanding why something goes viral is straightforward enough: it must be something that has an impact, and that people are eager to talk about or imitate. Although I can predict trends and see market value; I was very curious about why ideas and brands affect us. Contagious (2013) helps you understand what people find contagious in your products or ideas you’d like to spread.

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