Contagious by Jonah Berger Summary
Overview of Contagious
Discover why ideas truly go viral in "Contagious" - the New York Times bestseller that challenges Malcolm Gladwell's theories with six scientifically-proven principles. Named 2014's Best Marketing Book, Berger reveals the surprising psychology behind what makes content irresistibly shareable.
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Key takeaways
The Invisible Force Behind Every Trend
A $100 cheesesteak made national headlines. A grainy video of an 86-year-old man shucking corn racked up 5 million views. Meanwhile, million-dollar ad campaigns vanished without a trace. What separates ideas that spread from those that die in obscurity? It's not luck, and it's not about finding the "right" influencers. There's a science to virality-a set of psychological principles that determine whether your message catches fire or fizzles out. Understanding these forces means understanding why we share what we share, and how ordinary products can generate extraordinary buzz. Every day, Americans have over 16,000 conversations about products and brands. These casual exchanges-not glossy advertisements-drive between 20 and 50 percent of all purchasing decisions, generating $6 trillion in annual consumer spending. When your friend recommends a restaurant, you trust them 50 times more than you'd trust an ad for the same place. Why? Because friends tell the truth. They share both the good and the bad, while advertisements only show you what they want you to see. This inherent trust makes personal recommendations exponentially more powerful than even the slickest marketing campaign. Word of mouth also reaches exactly the right people at exactly the right time. When you discover an amazing hiking trail, you don't tell everyone you know-you specifically share it with friends who love the outdoors. This natural filtering means recommendations flow to the most receptive audiences, often when the information is most relevant.
Social Currency and the Psychology of Looking Good
Triggers and the Breakfast Cereal That Beats Disney
Emotion and the Power of Physiological Arousal
Public Visibility and Making the Private Observable
Practical Value and the Viral Corn Video
Stories as Trojan Horses for Your Message
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"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
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"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
From Columbia University alumni built in San Francisco
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
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