Jonah Berger's Contagious: Why Things Catch On

404 Words2 Pages
In February 2000, Malcolm Gladwell’s famous composition was published, named The Tipping Point. He states that social epidemics are disseminated by a special small group of people, such as mavens and salesmen, and they 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 the sharable information mints

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