In "Contagious," Jonah Berger unveils the hidden psychology behind why certain ideas spread like wildfire. Drawing from a decade of rigorous research, Berger, a Wharton marketing professor, demystifies the phenomena that drive products, ideas, and behaviors to go viral. This groundbreaking book transcends the common misconception that success is solely the product of advertising, revealing instead the powerful role of social influence and word-of-mouth. Through captivating stories and compelling research, "Contagious" exposes the six fundamental principles that fuel the spread of information—from a luxury steakhouse's viral cheese-steak phenomenon to the unexpected popularity of a simple blender video. Berger's insights equip readers with a cutting-edge framework for making information contagious. Whether you're aiming to amplify your company's brand, advocating for a cause, or simply curious about the dynamics of information transmission, "Contagious" offers actionable strategies for engineering messages that resonate and spread. Beyond mere entertainment, this book is a must-read for anyone seeking to understand the mechanics of influence and how to harness them to make their ideas stick.