“What did tired spouses have to do with Disney gowns? And what did Disney gowns have to do with economists studying autism?”
These are some of the questions Jonah Berger, Associate Professor of Marketing at the Wharton School at University of Pennsylvania, came across while studying why certain news articles became viral hits. And while the magic ingredient that makes stuff go viral is still pretty mysterious, Jonah explains that there are some clues to why people pass along content to their friends.
In this excerpt from his book Contagious: Why Things Catch On, Jonah shares his insights on which human desires drive sharing, what type of content is more likely to be shared, and why these small details create huge influence.
In this excerpt, Jonah also explains:
- What emotions cause readers to pass along interesting or useful content
- The power of awe and sharing
- What makes articles 25-30 percent more likely to make a “most shared” list
