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Contagious : why things catch on

ผู้แต่ง: Jonah Berger
สำนักพิมพ์: New York : Simon & Schuster, ©2013.
ครั้งที่พิมพ์/รูปแบบ:   หนังสือ : English : 1st Simon & Schuster hardcover editionดูครั้งที่พิมพ์และรูปแบบ
ฐานข้อมูล:WorldCat
สรุป:
Wharton professor Jonah Berger draws on his research to explain the six steps that make products or ideas contagious.
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ขนิดวัสดุ: ทรัพยากรอินเตอร์เน็ต
ประเภทของเอกสาร: หนังสือ, แหล่งข้อมูลอินเทอร์เน็ต
ผู้เขียนทั้งหมด : ผู้เขียนร่วม Jonah Berger
ISBN: 9781451686579 1451686579 9781451686593 1451686595
OCLC Number: 798060368
คำอธิบาย: viii, 244 pages : illustrations ; 22 cm
สารบัญ: Why things catch on --
Social currency --
Triggers --
Emotion --
Public --
Practical value --
Stories.
ชื่อเรื่องอื่น: Why things catch on
ความรับผิดชอบ Jonah Berger.
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บทคัดย่อ:

Wharton professor Jonah Berger draws on his research to explain the six steps that make products or ideas contagious.

What makes things popular? If you said advertising, think again. People don't 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. He's studied why New York Times articles make the paper's 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 this book, 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. Contagious combines research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you've wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread--for designing messages, advertisements, and information that people will share. Whether you're 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.

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