Contagious: Why Things Catch On By Jonah Berger [English Novel]

Contagious: Why Things Catch On by Jonah Berger is an insightful and practical book that explains why certain ideas, products, and behaviors spread rapidly while others fade away. Drawing on years of research in marketing and social psychology, Berger breaks down the science behind word-of-mouth and social influence. He introduces the STEPPS framework—Social Currency, Triggers, Emotion, Public, Practical Value, and Stories—to show how contagious content is created. Through engaging real-world examples, such as viral videos, bestselling products, and popular social movements, the book reveals how people share things that make them look good, feel strongly, or provide useful value. Written in clear and accessible language, Contagious is valuable for entrepreneurs, marketers, students, and anyone interested in understanding human behavior and influence in the modern world.