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Contagious: Why Things Catch on, Berger Jonah


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Автор: Berger Jonah
Название:  Contagious: Why Things Catch on   (Джонах Берген: Зависимость. Почему вещи так захватывают)
Издательство: Simon & Schuster
Классификация:
ISBN: 1451686587
ISBN-13(EAN): 9781451686586
Обложка/Формат: Paperback
Страницы: 256
Вес: 0.227 кг.
Дата издания: 03.05.2016
Язык: English
Размер: 211 x 137 x 18
Поставляется из: США
Описание: The New York Times bestseller that explains why certain products and ideas become popular.

Jonah Berger knows more about what makes information go viral than anyone in the world. --Daniel Gilbert, author of the bestseller Stumbling on Happiness

What makes things popular? If you said advertising, think again. People dont listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. Hes studied why New York Times articles make the papers own Most E-mailed list, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children.

In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is: a blender.

Contagious provides specific, actionable techniques for helping information spread--for designing messages, advertisements, and content that people will share. Whether youre a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.


Автор: Berger, Jonah
Название: Invisible Influence
ISBN: 1476759731 ISBN-13(EAN): 9781476759739
Издательство: Simon & Schuster
Цена: 15210 T
Наличие на складе: Поставка под заказ.
Описание: Jonah Berger, the bestselling author of Contagious, explores the subtle, secret influences that affect the decisions we make--from what we buy, to the careers we choose, to what we eat--in his latest New York Times bestseller that is a "rare business book that's both informative and enough fun to take to the beach" (Fortune.com).
If you're like most people, you think your individual tastes and opinions drive your choices and behaviors. You wear a certain jacket because you liked how it looked. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. Right? Wrong.
Without our realizing it, other people's behavior has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous. Even strangers have an impact on our judgments and decisions: our attitudes toward a welfare policy shift if we're told it is supported by Democrats versus Republicans (even though the policy is the same). But social influence doesn't just lead us to do the same things as others. In some cases we imitate others around us. But in other cases we avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don't want to look like a soccer mom.
By understanding how social influence works, we can decide when to resist and when to embrace it--and learn how we can use this knowledge to exercise more control over our own behavior. In Invisible Influence, Jonah Berger "is consistently entertaining, applying science to real life in surprising ways and explaining research through narrative. His book fascinates because it opens up the moving parts of a mysterious machine, allowing readers to watch them in action" (Publishers Weekly).


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