Jonah Berger

New York Times bestseller and named Best Marketing Book of 2014 by the American Marketing AssociationWhat makes things popular? 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?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.

From the author of New York Times bestsellers Contagious and Invisible Influence comes a revolutionary approach to changing anyone’s mind.Everyone has something they want to change. Marketers want to change their customers’ minds and leaders want to change organizations. Start-ups want to change industries and nonprofits want to change the world. But change is hard. Often, we persuade and pressure and push, but nothing moves. Could there be a better way?This book takes a different approach. Successful change agents know it’s not about pushing harder, or providing more information, it’s about being a catalyst. Catalysts remove roadblocks and reduce the barriers to change. Instead of asking, “How could I change someone’s mind?” they ask a different question: “Why haven’t they changed already? What’s stopping them?”The Catalyst identifies the key barriers to change and how to mitigate them. You’ll learn how catalysts change minds in the toughest of situations: how hostage negotiators get people to come out with their hands up and how marketers get new products to catch on, how leaders transform organizational culture and how activists ignite social movements, how substance abuse counselors get addicts to realize they have a problem, and how political canvassers change deeply rooted political beliefs.This book is designed for anyone who wants to catalyze change. It provides a powerful way of thinking and a range of techniques that can lead to extraordinary results. Whether you’re trying to change one person, transform an organization, or shift the way an entire industry does business, this book will teach you how to become a catalyst.

In Invisible Influence , the New York Times bestselling author of Contagious explores the subtle influences that affect the decisions we make—from what we buy, to the careers we choose, to what we eat.“Jonah Berger has done it written a fascinating book that brims with ideas and tools for how to think about the world.” —Charles Duhigg, author of The Power of HabitIf you’re like most people, you think your individual tastes and opinions drive your choices and behaviors. You wear a certain jacket because you liked how it looked. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. Right? Wrong.Without our realizing it, other people’s behavior has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous. Even strangers have an impact on our judgments and our attitudes toward a welfare policy shift if we’re told it is supported by Democrats versus Republicans (even though the policy is the same). But social influence doesn’t just lead us to do the same things as others. In some cases we imitate others around us. But in other cases we avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don’t want to look like a soccer mom.By understanding how social influence works, we can decide when to resist and when to embrace it—and learn how we can use this knowledge to exercise more control over our own behavior. In Invisible Influence , Jonah Berger “is consistently entertaining, applying science to real life in surprising ways and explaining research through narrative. His book fascinates because it opens up the moving parts of a mysterious machine, allowing readers to watch them in action” ( Publishers Weekly ).

A NEXT BIG IDEA CLUB 'MUST-READ' New York Times bestselling author Jonah Berger’s cutting-edge research reveals how six types of words can increase your impact in every area of from persuading others and building stronger relationships, to boosting creativity and motivating teams. Almost everything we do involves words. Words are how we persuade, communicate, and connect. They’re how leaders lead, salespeople sell, and parents parent. They’re how teachers teach, policymakers govern, and doctors explain. Even our private thoughts rely on language. But certain words are more impactful than others. They’re better at changing minds, engaging audiences, and driving action. What are these magic words, and how can we take advantage of their power? In Magic Words , internationally bestselling author Jonah Berger gives you an inside look at the new science of language and how you can use it. Technological advances in machine learning, computational linguistics, and natural language processing, combined with the digitization of everything from cover letters to conversations, have yielded unprecedented insights. Learn how salespeople convince clients, lawyers persuade juries, and storytellers captivate audiences; how teachers get kids to help and service representatives increase customer satisfaction; how startup founders secure funding, musicians make hits, and psychologists identified a Shakespearean manuscript without ever reading a play. This book is designed for anyone who wants to increase their impact. It provides a powerful toolkit and actionable techniques that can lead to extraordinary results. Whether you’re trying to persuade a client, motivate a team, or get a whole organization to see things differently, this book will show you how to leverage the power of magic words.

What makes one novel a bestseller, while a similar work languishes unnoticed? Why are the same few baby names suddenly everywhere? Why is everyone talking about that viral video?Welcome to the science of social epidemics: the cutting-edge study of why some ideas, products, and concepts spread wildly, while others quickly flame out.Anyone who has something to sell, a cause to promote, or a message to spread knows that there are obstacles in creating a message that resonates, spreads, and sticks to make their product or idea the word on the street.Enormous sums of time and money have been spent trying to answer the question of why some ideas catch on. And not only is it an ever-present challenge for businesses, governments, and organizations, but it has long been a source of inquiry for psychologists, economists, and sociologists as well.Now, in How Ideas Spread, discover what researchers studying the science of social transmission have learned. Taught by Jonah Berger - a best-selling author, expert in social dynamics, and faculty member at the Wharton School - this enlightening course draws on lessons from business, social psychology, economics, and popular culture to give you the cross-disciplinary tools necessary to identify and promote contagious ideas that last.Across 12 half-hour lectures filled with absorbing stories and intriguing information, you'll learn the psychological and sociological mechanisms that lead products, ideas, and behaviors to catch on, plus specific techniques that can be applied in your personal and professional life, whatever your field or interest. Listen to one powerful case study after another to find out how to leverage three main concepts—individual psychology, social influence, and social networks—to design infectious messages. Whether you're a professional seeking guidance on crafting products and messages that grab hold, or you just want insights into how viral trends work, this course will open your eyes to the power of contagious ideas.Runtime: 5 hours, 53 minutes.©2014 The Great Courses (P)2014 The Teaching Company, LLC

A journey through life told in the stories that shape the path. The Strangest of Places is a delightful collection of stories that have to be read to be believed! This book will leave you refreshed, smiling, and ready to forge onto the next great chapter in your life.

是什么让事物变得流行？从买轿车、买衣服、吃三明治，到给孩子取名字，你是否知道为什么某些产品会大卖，某些故事被人们口口相传，某些电子邮件更易被转发，或者某些视频链接被疯狂地点击，某些谣言更具传播力，某些思想和行为像病毒一样入侵你的大脑……这本书将为你揭示这些口口相传和社会传播背后的科学秘密，并且告诉你如何将产品、思想、行为设计成具有感染力和传播力的内容。无论你是大公司的管理者，还是努力提高公司知名度的小企业主，无论你是官员或政客，还是非营利性组织的工作者，只要你想传递信息，就请翻翻这本书。宾夕法尼亚大学沃顿商学院的市场营销学教授乔纳•伯杰（Jonah Berger）通过多年的调查和实验研究，将在这本书里以故事讲述的方式告诉你让所有类型的产品、思想、行为疯狂传播的科学方法。本书为2016全新精装修订版！

《疯传:让你的产品、思想、行为像病毒一样入侵》内容简介：是什么让事物变得流行？从买轿车、买衣服、吃三明治，到给孩子取名字，你是否知道为什么某些产品会大卖，某些故事被人们口口相传，某些电子邮件更易被转发，或者某些视频链接被疯狂地点击，某些谣言更具传播力，某些思想和行为像病毒一样入侵你的大脑……《疯传:让你的产品、思想、行为像病毒一样入侵》这本书将为你揭示这些口口相传和社会传播背后的科学秘密，并且告诉你如何将产品、思想、行为设计成具有感染力和传播力的内容。无论你是大公司的管理者，还是努力提高公司知名度的小企业主，无论你是官员或政客，还是非营利性组织的工作者，只要你想传递信息，就请翻翻《疯传:让你的产品、思想、行为像病毒一样入侵》这本书。宾夕法尼亚大学沃顿商学院的市场营销学教授乔纳•伯杰通过多年的调查和实验研究，将在《疯传:让你的产品、思想、行为像病毒一样入侵》这本书里以故事讲述的方式告诉你让所有类型的产品、思想、行为疯狂传播的科学方法。海报：

Paperback. 14,50 / 21,50 cm. in Turkish. 244 p. Translated by Behice Burcu Denizci Edited by Baris Cezar Genel Yayin Yönetmeni : Pelin Özkan Katkida Bulunan (Içerik) : Arzu Nilay Kocasu Herkes bir seyleri degistirmek istiyor. Pazarlamacilar müsterilerin düsüncesini, liderler kurumlari, kimileri tüm dünyayi... Ama degisim zordur. Ikna, baski, dayatma, her yolu deneriz ama hiçbir sey yerinden kimildamaz. Peki, insanlarda ve kurumlarda degisimi tetiklemenin daha iyi bir yolu olabilir mi? Bu kitapta farkli bir yaklasim bulacaksiniz. Jonah Berger'e göre, isin sirri daha çok baski uygulamak veya daha çok istatistik sunmak yerine bir "katalizör" olmayi basarmakta. Degisimi tetikleme konusunda basarili katalizörler "Birinin fikrini nasil degistirebilirim?" yerine "Neden bugüne kadar degismediler? Onlari durduran nedir?" diye sorarlar. Degisimin karsisindaki baslica engelleri ve onlarin nasil ortadan kaldirilabilecegini tespit ederler. Iste tüm bunlari nasil yapabileceginizi ögrenmek istiyorsaniz, ihtiyaciniz olan her sey bu kitabin sayfalari arasinda. Amaciniz ister bir insani ve bir kurumu ister bir sektörü veya tüm dünyayi degistirmek olsun, olaganüstü sonuçlar elde etmenizi saglayabilecek etkili bir düsünme biçimi ve bir dizi teknik elinizin altinda.

Do mesmo autor dos best-sellers do New York Times Contá Por que as Coisas Pegam e O Poder da Influê As Forças Invisíveis que Moldam Nosso Comportamento, emerge uma abordagem revolucionária para mudar a opinião de qualquer pessoa. Todo mundo quer mudar alguma coisa. Profissionais de marketing querem mudar a opinião de seus clientes, líderes querem mudar suas organizações, startups querem mudar as indústrias, e as organizações sem fins lucrativos querem mudar o mundo. Porém, mudar é difícil. Geralmente, nós pressionamos, persuadimos e forçamos, mas nada se altera. Existe um jeito melhor? Este livro tem uma abordagem diferente. Agentes da mudança de sucesso sabem que não se trata de forçar mais ou fornecer mais informação. Trata-se de ser um catalisador. Catalisadores removem os bloqueios e reduzem as barreiras para a mudança. Em vez de “Como posso mudar a opinião de qualquer pessoa?”, eles fazem uma pergunta “Por que essa pessoa ainda não mudou? O que a está bloqueando?” O Catalisador identifica as principais barreiras para a mudança e como atenuá-las. Você aprenderá como catalisadores mudam opiniões mesmo nas situações mais difíceis.

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Jeder hat etwas, das er ändern möchte. Verkäufer wollen die Meinung ihrer Kunden ändern, Eltern das Verhalten ihrer Kinder, Start-ups ganze Geschäftszweige. Doch Veränderung ist schwer, eine Geschäftsführung von einer Idee zu überzeugen scheint zuweilen sogar unmöglich. Jonah Berger stellt eine effektive Methode vor, wie man solche Veränderungen anstoßen kann. Der Schlüssel besteht nicht darin, sein Gegenüber zu etwas zu drängen, sondern die fünf Barrieren zu beseitigen, die ihn vom Handeln abhalten. Diese Barrieren Abwehrhaltung, Festhalten am Status quo, Distanz, zu große Ungewissheit und zu geringe Beweiskraft. Viele Fallbeispiele Die praxiserprobte Strategie funktioniert! Mit ihr wird jeder Leser in die Lage versetzt, Veränderungen anzustoßen und voranzutreiben

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