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Here’s a summary of Contagious: Why Things Catch On by Jonah Berger in bullet point format with key quotes from the book:
🔥 Summary Bullet Points (Contagious by Jonah Berger)
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Social Currency: People share things that make them look good or in-the-know.
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“We share things that make us look smart and cool.”
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Triggers: Top-of-mind means tip-of-tongue. People talk about what's easily remembered.
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“If something is top of mind, it’s more likely to be tip of tongue.”
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Emotion: When we care, we share—especially high-arousal emotions like awe, anger, or anxiety.
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“Emotional things get shared. But not all emotions—high arousal ones do the trick.”
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Public: Built to show, built to grow. The more visible a product is, the more it spreads.
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“Making things more observable makes them easier to imitate.”
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Practical Value: News you can use. Useful things get passed on.
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“People like to help others. So if we can show them how to help others, they’ll spread the word.”
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Stories: People don’t just share information, they tell stories. Embedding a message in a narrative makes it sticky.
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“Information travels under the guise of idle chatter.”
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Let me know if you’d like this turned into an infographic or if you're thinking of sharing it somewhere!
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