Contagious
Tags
Summary
Editor's review
Who it's for
A good fit for
- Marketing, brand planning, and new-media operations professionals
- Students and researchers interested in communication studies and social psychology
- Entrepreneurs and individuals or teams seeking to promote products or ideas
- Content creators who want to understand how online trends form
Not a good fit for
- Readers looking for quick-fix compilations of techniques or "instant success secrets"
- Readers entirely unfamiliar with case analysis and social science research methods
Reading tips
- Read the book through once to grasp the STEPPS framework, then choose key chapters for close reading based on your own field
- Try applying the principles to recent hot topics as you read to deepen understanding
- The appendix section on experimental methods deserves careful reading and helps cultivate critical thinking
About the publisher
The Publishing House of Electronics Industry is a comprehensive publisher distinguished by its focus on electronic information and related fields. Judging from the more than 3,000 titles in its catalogue, its publishing covers programming and design, artificial intelligence, computer science, finance and economics, photography, and social sciences, attending both to cutting-edge technology and to general readers. Representative titles include Factor Investing: Methods and Practice, x86 Assembly Language: From Real Mode to Protected Mode, The RISC-V Reader, Artificial Intelligence: Speech Recognition, Understanding and Practice, Phased Array Radar Technology, Radar Target Characteristics, and 100 Go Mistakes and How to Avoid Them, most of which centre on technical methods and engineering practice. Its authors include Shi Chuan, Li Zhong, Wang Xiaobo, David Patterson, Andrew Waterman, and Yu Zihao, among others from China and abroad. Owing to limited public information, no further publishing features are elaborated here.
Contents
- 版权信息
- 让你的品牌像病毒一样疯传
- 译者序
- 前言
- 为什么产品、思想、行为能够流行
- 社会传播
- 如何进行口碑传播
- 是不是某些事件本身就具备口头传播价值
- 研究社会影响的过程
- 感染力的六个原则
- 第一章 社交货币
- 铸造一种新形式的货币
- 内在吸引力
- 杠杆原理
- 游戏竞赛
- 使人们感觉像自己人
- 动机
- 请不要外传？很好，是的。或许你一个人知道，足矣
- 第二章 诱因
- 代理人的传播声
- 为什么人们更加喜欢谈论某些特定的产品
- 临时口碑传播与持续口碑传播之间的行为差异
- 从玛氏巧克力条到选举：如何诱导人们的情感行为
- 在每周五听《星期五》
- 诱导谈话
- 奇巧巧克力和咖啡：发展的栖息地
- 有效诱因是怎样炼成的
- 考虑口碑传播情境
- 为什么对甜麦圈的口碑传播比迪斯尼乐园更多
- 第三章 情绪
- 最热门邮件列表及共享的重要性
- 对最热门邮件链接的系统分析
- 敬畏的力量
- 任何情感都能激发共享行为吗
- 圣火燃剂：生理唤醒的科学
- 聚焦于情感
- 点燃高唤醒的情绪之火
- 婴儿背带，抵制并抑制不良口碑
- 运动让人们共享
- 第四章 公共性
- 模仿的心态
- 可视性的能量
- 使隐蔽的产品公开化——胡子的作用
- 为自己做广告：与世界共享Hotmail
- 作为行为剩余的黄腕带
- 反例？药品行业
- 第五章 实用价值
- 节省几元钱
- 交易心理学
- 增加惊喜的价值
- 钱之外
- 关于真相
- 第六章 故事
- 血液里流传的故事
- 故事的作用
- 建造一个特洛伊木马
- 使传播更有价值
- 结束语
- 致谢
FAQ
How does this book differ from The Tipping Point?
Are the cases in the book outdated?
Can readers outside the commercial field benefit?
Comments
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About the author
Jonah Berger is an author who explores communication, persuasion, and consumer behavior in an accessible way, and his works are often categorized in the Chinese book market under management and personal growth. Five of his books are included here, among them the classic paperback and the newly revised edition of Contagious: Why Things Catch On, as well as Invisible Influence: The Hidden Forces That Shape Behavior and Magic Words. These titles suggest that he focuses on how information and ideas spread through social networks, how interpersonal influence quietly shapes consumer choices and personal decisions, and the psychological mechanisms behind persuasion. Writing for general readers, he tends to explain social science research through cases and plain language, turning academic concepts into readable, practical advice. Because public information is limited, his biography, nationality, and educational background cannot be confirmed here.
