Contagious

Why Things Catch On

Jonah Berger

The book explores the psychology behind why certain products, ideas, or behaviors become popular, identifying six key principles—social currency, triggers, emotion, public, practical value, and stories—that drive things to become viral or widely shared. It combines research and case studies to provide insights into how to craft messages or products that can tap into these principles to catch on and spread.

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The Catalyst

How to Change Anyone's Mind

Jonah Berger

The book presents a framework for changing minds by identifying and overcoming barriers to change, such as reactance, endowment, distance, uncertainty, and corroborating evidence. It offers practical strategies and real-world examples to help readers persuade others without resorting to pushy tactics or coercion.

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Invisible Influence

The Hidden Forces that Shape Behavior

Jonah Berger

The book explores the subtle and often unconscious social forces that affect individual behavior, such as social influence and peer pressure. It delves into how these influences shape decisions, from what we buy to the careers we choose, and offers insights on how to harness them for positive change.

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