Contagious (Comprehensive Summary)

In 'Contagious: Why Things Catch On,' Jonah Berger explores the science behind why certain ideas, products, and behaviors become popular. As a marketing professor at the Wharton School, Berger draws on extensive research to identify key factors that drive social transmission, including social currency, triggers, emotion, public visibility, practical value, and stories. This Lexicon distills these essential concepts into original prose, providing readers with a concise understanding of how to make their ideas more contagious and impactful in the marketplace.