Contagious by Jonah Berger was an insightful novel with many examples and reasons why products and ideas catch on. Throughout the novel, Berger gave various examples for the reader to thoroughly understand the material. He gave six key factors in which influenced the amount of contagiousness a product could potentially have. He used the acronym STEPPS to explain those factors. Factors that were interesting for the Public Relations profession were social currency, triggers, and stories. Many
gradually become conventional wisdom. However, in 2013, Jonah Berger indicates that conventional wisdom is incorrect, and that more crucial than the messenger is the message in his book, Contagious: Why Things Catch On. Moreover, Berger proposes six ingredients that can promote the message to become more contagious, which is summarized into the acronym, “Social Currency, Triggers, Emotion, Public, Practical Value, and Stories (STEPPS)” (Berger, 2013). First and foremost, the author points out that
Central Theme The central theme in Jonah Berger’s book, Contagious: Why Things Catch On, focuses on the six important principles of STEPPS that can make a good or service circulate quickly amongst the mass public. Berger explains the reason behind why people talk about a certain product and the resulting factors. The six “ingredients,” Social Currency, Triggers, Emotion, Public, Practical Value, and Stories, “cause things to be talked about, shared, and imitated” (Berger, 2013). Basically, STEPPS create
“We must all be alike. Not everyone born free and equal, as the Constitution says, but everyone made equal. Each man the image of every other; then all are happy, for there are no mountains to make them cower, to judge themselves against” (Bradbury, 55-56). Ray Bradbury’s Fahrenheit 451 is set in a bleak dystopian future in which books are illegal, freethinking is considered taboo and dangerous, and entertainment like TV and racing cars is used to control the masses. In this government controlled
the problem of college obesity or the Freshmen 15, but at the least, it can increase levels of physical activity and promote fitness. By physically having EZ Bike and its stations on USC’s campus, it serves as a trigger. Written by Jonah Berger, Contagious: Why Things Catch On is a book that describes how triggers are able to prompt action.