Contagious is a bestselling marketing and behavioural science book that explores why certain ideas, products, and messages become popular while others fade away. Jonah Berger, a marketing professor, breaks down the psychology behind virality and word-of-mouth influence.
The book introduces six key principles—often referred to as STEPPS—that drive people to share information: Social Currency, Triggers, Emotion, Public visibility, Practical Value, and Stories. These principles explain how businesses and individuals can design messages that naturally spread.
Through research studies and real-world examples, Berger demonstrates how small changes in messaging and presentation can dramatically increase engagement and sharing. The book is widely used in marketing, branding, and digital strategy to understand consumer behaviour and influence.
Contagious is widely regarded in marketing and business literature. It is ideal for marketers, entrepreneurs, content creators, and business professionals, offering practical insights into how to create ideas and products that capture attention, spread widely, and influence audiences effectively.
