![]() Berger has been recognized with a number of awards for both scholarship and teaching. You just have to get people to talk.The challenge, though, is how to do that. In Wharton marketing professor Jonah Berger ‘s new book, Contagious: Why Things Catch On, he identifies six principles that cause people to talk about and share an idea or product. Jonah Berger is an associate professor of marketing at the Wharton School at the University of Pennsylvania. And you don't have to have millions of dollars to spend on an advertising budget. ![]() ![]() Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.But want to know the best thing about word-of-mouth? It's available to everyone.Whether you're a Fortune 500 company trying to increase sales, a corner restaurant trying to raise awareness, a non-profit trying to fight obesity, or a newbie politician running for city council, word-of-mouth can help you succeed. ![]() Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. After analyzing hundreds of contagious messages, products, and ideas, Jonah Berger noticed that the same six ingredients, or principles, were often at work: Social Currency Triggers Emotion Public Practical Value Stories These principles can be compacted into an acronym. ![]() Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth. ![]()
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