Dr. Berger 's Contagious : Why Things Catch On

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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 awareness of the business’s brand. For a business to spread its brand awareness, Berger teachings of using STEPPS “provides a framework and a set of specific, actionable techniques for helping information spread” (Berger, 2013).

Critical Analysis

Berger does a good job explaining what STEPPS is and how companies can utilize it to their own advantage.

The first principle is social currency, which pertains to appearance. This principle is almost equivalent to spending money of goods and services, but involves judgement calls from people. People want others to know that they are a big deal, meaning that they rather want to “look smart than dumb, rich than poor, and cool than geeky” (Berger, 2013). Behind this behavior is the sense of pride and self-empowerment. For example, Apple gives “...people a way to make themselves look good while promoting their products and ideas along the way” (Berger, 2013). One way they did that was finding the inner remarkability, meaning what

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