Contagious: Why Things Catch On

A New York Times bestseller, Contagious explores why some ideas, products, and stories spread while others are quickly forgotten.

Marketing professor Jonah Berger reveals the science behind word-of-mouth and why people share certain things with friends, colleagues, and online networks. Drawing on years of research, he explains how social influence shapes everything from the products we buy to the trends we follow.

At the heart of the book are six key principles that drive ideas to catch on. Through engaging examples—from viral videos to unexpected marketing successes—Berger shows how simple factors can turn ordinary messages into conversations everyone wants to share.

Practical and insightful, Contagious offers clear strategies for creating ideas, products, and content that people naturally talk about and pass along.