Contagious: How to Build Word of Mouth in the Digital AgeDe (autor) Jonah Berger
en Limba Engleză Carte Paperback – 16 Jan 2014
Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth. Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.But want to know the best thing about word-of-mouth? It's available to everyone.Whether you're a Fortune 500 company trying to increase sales, a corner restaurant trying to raise awareness, a non-profit trying to fight obesity, or a newbie politician running for city council, word-of-mouth can help you succeed. And you don't have to have millions of dollars to spend on an advertising budget. You just have to get people to talk.The challenge, though, is how to do that. This book will show you how.
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"If you are seeking a bigger impact, especially with a smaller budget, you need this book. "Contagious" will show you how to make your product spread like crazy."--Chip Heath, co-author of "Made to Stick" and "Decisive"
"Jonah Berger knows more about what makes information 'go viral' than anyone in the world."--Daniel Gilbert, Harvard College Professor of Psychology at Harvard University and author of "Stumbling on Happiness"
"Jonah Berger is the rare sort who has studied the facts, parsed it from the fiction--and performed groundbreaking experiments that have changed the way the experts think. If there's one book you're going to read this year on how ideas spread, it's this one."--Dave Balter, CEO of BzzAgent and Co-founder of the Word of Mouth Marketing Association
"Jonah Berger is as creative and thoughtful as he is spunky and playful. Looking at his research, much like studying a masterpiece in a museum, provides the observer with new insights about life and also makes one aware of the creator's ingenuity and creativity. It is hard to come up with a better example of using social science to illuminate the ordinary and extraordinary in our daily lives."--Dan Ariely, James B. Duke professor of psychology and behavioral economics at Duke University and bestselling author of" Predictably Irrational"