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Contagious: Why Things Catch On
 
 

Contagious: Why Things Catch On [Kindle Edition]

Jonah Berger
5.0 von 5 Sternen  Alle Rezensionen anzeigen (7 Kundenrezensionen)

Kindle-Preis: EUR 10,03 Inkl. MwSt. und kostenloser drahtloser Lieferung über Amazon Whispernet

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Audio CD, Audiobook, Ungekürzte Ausgabe EUR 22,99  


Produktbeschreibungen

Pressestimmen

“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)

“Why do some ideas seemingly spread overnight, while others disappear? How can some products become ubiquitous, while others never gain traction? Jonah Berger knows the answers, and, with Contagious, now we do, too."
(Charles Duhigg, author of the bestselling The Power of Habit)

“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, Professor of Psychology, 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)

"A provocative shift in focus from the technology of online transmission to the human element and a bold claim to explain 'how word of mouth and social influence work . . . [to] make any product or idea contagious."
(Kirkus Reviews)

“Contagious contains arresting — and counterintuitive — facts and insights. . . . Most interesting of all are the examples Berger cites of successful and unsuccessful marketing campaigns.”
(Glenn C. Altschuler The Boston Globe)

“An infectious treatise on viral marketing. . . . Berger writes in a sprightly, charming style that deftly delineates the intersection of cognitive psychology and social behavior with an eye toward helping businesspeople and others spread their messages. The result is a useful and entertaining primer that diagnoses countless baffling pop culture epidemics.”
(Publishers Weekly)

“The book is just plain interesting. Berger’s cases are not only topical and relevant, but his principles seem practical and are easily understood. . . . I have a strong feeling that this book will catch on.”
(Ben Frederick The Christian Science Monitor)

“Think of it as the practical companion to Malcolm Gladwell’s The Tipping Point.”
(Tasha Eichenseher Discover)

"An exegesis on how ideas really 'go viral' (hint: the internet gets too much credit) by a marketing wunderkind."
(Details)

Kurzbeschreibung

New York Times bestseller

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 groundbreaking 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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3 von 3 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A Brief Summary and Review 26. März 2013
Format:Kindle Edition
*A full executive summary of this book will be available at newbooksinbrief dot com, on or before Tuesday, April 2.

It is only recently, with the rise of the internet, that the term `viral' has gone, well, viral. But, the phenomenon of social pandemics--ideas, products and behaviors that catch on and spread quickly and widely--has been around presumably as long as sociality itself. The phenomenon is interesting in its own right, for it says something meaningful about our psychology and how we interact. However, understanding how social pandemics work also holds great practical value, for when public service messages, charity campaigns or products and services go viral, the effect stands to have a big impact on behavior and the bottom line.

On the mechanical side of things, understanding why something goes viral is straightforward enough: it must be something that has an impact, and that people are eager to talk about. But this just begs the question: what is it that makes something impactful, and ripe for sharing? We may think that our intuitions can carry us some way toward answering this. Nevertheless, getting something to go viral is certainly no easy task (as many a would-be influencer has come to find); and therefore, we may benefit from a more methodical, scientifically-minded attempt to understand the phenomenon. It is just such a project that Wharton marketing professor and writer Jonah Berger has been engaged in for much of his career, and in his new book 'Contagious: Why Things Catch On,' Berger reports on his findings.

Berger's research has revealed that there are 5 main factors that help explain social pandemics. They are 1. Social Currency; 2. Triggers; 3. Emotion; 4. Public; 5. Practical Value; and 6. Stories.
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1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen EIN MUSS 20. August 2013
Von Karin
Format:Gebundene Ausgabe|Von Amazon bestätigter Kauf
Ich habe Contagious binnen weniger Tage ausgelesen und werde es bestimmt noch einige Male lesen. Unzählige Passagen sind markiert und für mich sofort umsetzbar. Jonah Berger zeigt klar und deutlich, warum manches "ansteckend" ist und vieles nicht. Für mich ein neues Standardwerk im Marketingbereich - gespickt mit vielen Anektoden, Statistiken und wissenschaftlichen Studien.
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1 von 1 Kunden fanden die folgende Rezension hilfreich
Von cagraf
Format:Kindle Edition|Von Amazon bestätigter Kauf
Das Buch kann ich allen vorbehaltlos weiterempfehlen, die sich für das Thema des Buches interessieren. Es vermittelt auf sehr lesefreundliche und unterhaltsame Art wertvolle Insights und nützliche Tipps. Der Autor verdichtet die Erkenntnisse seiner Forschungsarbeit auf eine einfache Formel und belegt die Aussagen mit aussagekräftigen positiven wie auch negativen Beispielen. Auch wenn nicht alle Erkenntnisse neu sind, hilft dieses Buch, diese besser einzuordnen und im Alltag bewusster und systematischer umzusetzen.
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5.0 von 5 Sternen Great book 3. Januar 2014
Format:Kindle Edition|Von Amazon bestätigter Kauf
This book is great. Even though most of the examples are of American phenomenon the author explains the situations well enough that foreign readers can follow along. I found it to be entertaining while informative with a clear sequential structure. Finally it lives up to its title - as here I am promoting it :)
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