Jonah Berger
Why do some products and ideas spread like wildfire while others fail to catch on? The secret lies in the psychological principles that drive word of mouth sharing.
People share things that make them look smart, cool, or in the know to gain social currency.
Environmental cues and triggers keep your product top of mind and prompt ongoing conversations.
High arousal emotions like awe, anger, or excitement compel people to pass information along to others.