The Psychology of Word of Mouth. How to Make Products and Ideas Popular

What makes things popular?

If you said advertising, think again. People don’t listen to advertising; they listen to the opinions of others. But why do we talk about certain products and ideas more than others? Why do some stories and rumors spread like wildfire? And what makes content online go viral?

Professor Jonah Berger of the Wharton School of Business has dedicated many years to finding answers. In this book, based on his extensive research, he shares with us the scientific justification of the word-of-mouth phenomenon.

If you have always been curious about why certain stories or videos go viral, you will not only find the answer but also learn how to apply the principles of creating contagious content yourself. The author offers a set of specific practical techniques to come up with messages or advertisements that people will eagerly share with one another.

Whatever you are doing, the book will help ensure that your product or idea gets talked about.

Who is this book for:

For entrepreneurs, bloggers, marketers, copywriters, and anyone involved in advertising and promoting products or ideas.

Key features of the book:

The results of innovative research are accompanied by compelling real-life examples. You will learn how an expensive steak gained popularity over its more modest counterparts, why anti-drug campaigns actually only sparked an increase in drug use, and why more than 200 million viewers shared a video about a seemingly dull product — a blender.