圖書標籤: 營銷 傳播學 marketing 社會心理學 心理學 互聯網 SocialMedia 廣告
发表于2024-05-19
Contagious pdf epub mobi txt 電子書 下載 2024
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 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 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 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.
For more details see: JonahBerger.com
Jonah Berger is a Professor at the Wharton School at the University of Pennsylvania, an internationally bestselling author, and a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors catch on. He has published dozens of articles in top‐tier academic journals, teaches Wharton's highest rated online course, and popular accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review. Over a million copies of his books, Contagious, Invisible Influence, and The Catalyst: How to Change Anyone's Mind are in print in over 35 countries around the world.
this is a great book for product design and marketing. it reveals the efforts behind the successful products, and the failure people went through in order to make the success.
評分Leverage social currency: people like to share things that make them look good. Visibility is foremost important (even bad visibility is better than nothing)
評分The step-son of The Tipping Point.
評分this is a great book for product design and marketing. it reveals the efforts behind the successful products, and the failure people went through in order to make the success.
評分Leverage social currency: people like to share things that make them look good. Visibility is foremost important (even bad visibility is better than nothing)
当初买这本书也是因为标题《让产品、思想和行为像病毒一样入侵》比较吸引人,这个也 是自己最近在思考的问题,所以想看看作者有什么独特的见解可以借鉴的。微博和朋友圈中时不时就有一些疯传的产品或者文章,想知道这流行背后的逻辑到底是什么,但是看完本书后并没有给我一个答...
評分 評分Jonah Berger在书中提到了让产品疯狂传播的STEPPS理论:社交货币、诱因、情绪、公共性、实用价值以及故事。说起来其实这些理论并无太多新意,但凡接触过传播学的同学们应该在专业课上都学过。作者沃顿商学院教授的名号大有来头,当中的理论其实也只能算作一般。 本来就是很普通...
評分书还没读,但是从作者最新发表的观点来看,他大概会反对Malcom Gladwell 的 Tipping Point 里至少一半的内容。 此人系沃顿商学院市场营销方向的助理教授一枚。 喜欢Malcom Gladwell 系列的读者们,大家一起来找茬吧;-) 看看到底哪个说的对?!
Contagious pdf epub mobi txt 電子書 下載 2024