Jonah Berger is a renowned social scientist and professor at the University of Pennsylvania's Wharton School. He is particularly known for his research on contagious behavior and the factors that influence decision-making and social influence. In his book "Contagious: How to Build Word of Mouth in the Digital Age," Berger explores the concept of viral marketing and the ways in which information and ideas spread among individuals. One of the key concepts discussed in Berger's book is the idea of maven and connectors. Mavens are individuals who have a deep knowledge and expertise in a particular area and are highly motivated to share this information with others. Connectors, on the other hand, are individuals who have vast networks and are skilled in connecting people and ideas.
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Connectors, on the other hand, are individuals who have vast networks and are skilled in connecting people and ideas. Berger also emphasizes the importance of creating content that is "emotionally charged" and arouses strong emotions such as awe, anger, or amusement. According to him, high-arousal emotions are more likely to trigger sharing and engagement among individuals.
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60 Alstone Lane, Cheltenham, GL51 8HEAdditionally, Berger introduces the STEPPS framework, which outlines six key factors that make ideas or products more likely to be shared. These factors include Social Currency (how the idea makes the sharer look or feel), Triggers (the environmental cues that prompt individuals to think or talk about the idea), Emotion (how the idea arouses specific emotions), Public (the visibility and observability of the idea), Practical Value (the usefulness of the idea), and Stories (the ability of the idea to be easily incorporated into narratives). Berger's work highlights the significance of understanding the underlying psychological processes that influence word-of-mouth behavior and social sharing. By understanding these factors, marketers and individuals can effectively craft messages and content that are more likely to be shared, ultimately increasing their reach and impact..
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Using Mafic Words to Create Memorable Advertising Campaigns