Contagious

It is often said that advertising fuels popularity, but Jonah Berger, a marketing professor at Wharton has spent the last decade studying why certain products and ideas get more attention than others. He's looked at why stories from The New York Times are on the paper's Most E-mailed list, why products spread by word of mouth, and how social impact influences everything from the automobiles we purchase to the clothes we wear to the names we give our children. In Contagious, Berger introduces six key factors that cause everything from consumer items to workplace gossip and YouTube videos to become infectious. Readers will learn how these factors can be harnessed to ignite their own contagious ideas.