, “Why do things go viral?” people usually give one of two answers. What do you think are the biggest misconceptions out there about why things go viral?īerger: The easiest place to start would be cats. Your book is all about what makes different products or ideas catch on. Knowledge at Wharton: Jonah, thank you for being here today. Knowledge at Wharton recently sat down with Berger to learn more about his findings, including why people share cat memes, which organizations and individuals have conceived and implemented the most successful viral campaigns - from Blendtec to ‘Movember’ - and why making something contagious does not have to be expensive.Īn edited transcript of the conversation follows. In Wharton marketing professor Jonah Berger‘s new book, Contagious: Why Things Catch On, he identifies six principles that cause people to talk about and share an idea or product. If you have watched and shared PSY’s “Gangnam Style” video or gone into an unknown restaurant simply because it was full of people and appeared to be popular, you have the basis for understanding what makes things go viral.
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