Psychology of word of mouth. How to make products and ideas popular
Psychology of word of mouth. How to make products and ideas popular
Book Description
What makes things popular? If you said advertising, think again. People don't listen to advertising, they listen to other people's opinions. But why do we talk about some products and ideas more than others? Why do some stories and rumors spread like wildfire? And what makes the content on the Web viral? Jonah Berger, a professor at the Wharton School of Business, has spent many years searching for answers. In this book, based on his extensive research, he shares with us the scientific justification of the phenomenon of word of mouth. If you have always wondered why certain stories or videos go viral, you will not only find the answer, but also learn how to use the principles of creating contagious content yourself. The author offers a set of specific applied techniques to come up with messages or advertisements that people will willingly share with each other. Whatever you do, the book will help to make people talk about your product or idea. For whom this book is For entrepreneurs, bloggers, marketers, copywriters and anyone related to advertising and promotion of products or ideas. The book's chips are the results of an innovative study side by side with convincing real-life examples. You will learn how an expensive steak gained popularity among more modest analogues, why anti—drug campaigns actually only provoked an increase in drug use and why more than 200 million viewers shared a video about a seemingly boring blender product.
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