Contagious: Why Things Catch On

Contagious fits within the business literature genre. How does the work adhere to and expand on the conventions of the genre? Cite specific examples from the text to support your answer.

Analyze the relationship between public visibility and social influence Berger presents in Contagious. How does making behavior observable affect its likelihood of being adopted by others? What are the implications for businesses and organizations?

Compare the different types of triggers discussed in Contagious. What makes some environmental cues more effective than others at promoting word-of-mouth? How can organizations create or leverage triggers effectively, and what challenges exist?

Consider the relationship between social proof and behavioral adoption Berger presents in Contagious. How do people’s observations of others’ choices influence their own decisions? What are the implications of this for marketing strategy? Discuss both opportunities and limitations.

Analyze how Berger’s six principles interact with each other. Using specific examples from the book, discuss how multiple principles can work together to enhance viral potential. What combinations are particularly effective?

Consider the ethical implications of applying Berger’s principles. What responsibilities do marketers and organizations have when deliberately engineering contagious content? What potential negative consequences must marketers and organizations consider? What are the implications if they overlook these responsibilities?

Analyze how digital technology and social media affect the principles outlined in Contagious. How do online platforms influence the way ideas and content spread? Which principles become more or less important in digital contexts?

Evaluate the applicability of Berger’s principles across different cultures and contexts. How might cultural differences affect the effectiveness of various principles? What modifications might be necessary in different settings?