Why do some ideas spread while others fade away? Jonah Berger, PhD, professor of marketing at the Wharton School and author of the best-selling book Contagious: Why Things Catch On, reveals the secrets behind the science of social transmission. Discover what leads people to share content online and off, including social currency, triggers, emotion, public use, practical value, and storytelling. Learn what separates the best brands and stories from the rest in this example-rich course. Topics include: Word-of-mouth marketing Harnessing the power of social media What makes content go viral Why people share some stories more than others Telling stories that carry your message

Product Details

• Full Video Tutorials
• Video File Format: MP4
• Skill Level: Beginner
• Video Duration: 1h 1m
• Instructor: Jonah Berger

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The New York Times bestseller that explains why certain products and ideas become popular.

“Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” —Daniel Gilbert, author of the bestseller Stumbling on Happiness

What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed list, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children.

In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is: a blender.

Contagious provides specific, actionable techniques for helping information spread—for designing messages, advertisements, and content that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.

Review

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What makes one novel a bestseller, while a similar work languishes unnoticed? Why are the same few baby names suddenly everywhere? Why is everyone talking about that viral video?

Welcome to the science of social epidemics: the cutting-edge study of why some ideas, products, and concepts spread wildly, while others quickly flame out.

Anyone who has something to sell, a cause to promote, or a message to spread knows that there are obstacles in creating a message that resonates, spreads, and sticks to make their product or idea the word on the street.

Enormous sums of time and money have been spent trying to answer the question of why some ideas catch on. And not only is it an ever-present challenge for businesses, governments, and organizations, but it has long been a source of inquiry for psychologists, economists, and sociologists as well.

Now, in How Ideas Spread, discover what researchers studying the science of social transmission have learned. Taught by Jonah Berger – a best-selling author, expert in social dynamics, and faculty member at the Wharton School – this enlightening course draws on lessons from business, social psychology, economics, and popular culture to give you the cross-disciplinary tools necessary to identify and promote contagious ideas that last.

Across 12 half-hour lectures filled with absorbing stories and intriguing information, you’ll learn the psychological and sociological mechanisms that lead products, ideas, and behaviors to catch on, plus specific techniques that can be applied in your personal and professional life, whatever your field or interest. Listen to one powerful case study after another to find out how to leverage three main concepts—individual psychology, social influence, and social networks—to design infectious messages. Whether you’re a professional seeking guidance on crafting products and messages that grab hold, or you just want insights into how viral trends work, this course will open your eyes to the power of contagious ideas.

Reviews

Have you ever wondered why some things stick in memory and others are quickly forgotten? Professor Jonah Berger shows how through introducing the reader/listener to a new language that explains how ideas spread in American culture today. He introduces the four principles of human memory or simplicity, unexpectedness, concreteness and credibility which tend to be “stickier” and thus more memorable. These ideas lead to beliefs, open doors to a need to belong and thus to be identified with things that make the “world go round.” Chapters include Social Epidemics-Why Things Catch On, The Basics of Consumer Psychology, The Social Influence of Conformity, Word of Mouth; Powerful and Persuasive, The Social Currency of Shared Ideas and Messages that go Viral. Fast paced and with a message of multilevel meaning about how ideas spread, The Great Course, How Ideas Spread feels like learning a new language, the language of the quickly evolving American scene.

About the Author

Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and bestselling author of Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior.

Dr. Berger has spent over 15 years studying how social influence works and how it drives products and ideas to catch on. He’s published dozens of articles in top-tier academic journals, consulted for a variety of Fortune 500 companies, and popular outlets like the New York Times and Harvard Business Review often cover his work.

Product details

• Full Audiobook MP3 Program
• Full PDF E-Book Included
• Listening Length: 5 hours and 53 minutes
• Author: Jonah Berger, The Great Courses
• Narrator: Jonah Berger
• Release Date: August 22, 2014
• Publisher: The Great Courses
• Version: Original recording
• Language: English
• ASIN: B00MFW91MO

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