Contagious By Jonah Berger

1249 Words3 Pages

In Jonah Berger’s book: Contagious, he introduces the six concept, which contributes to the acronym STEPPS. Berger explains that why certain products or ideas become contagious throughout the book. He argues that if people want to spread certain products or ideas around quickly just like the spread of wildfire; they must follow the six STEPPS in order to build into one’s mind. The six STEPPS stands for “social currency, triggers, emotion, public practical, value stories”. Social currency refers to how people look or talk about a product or an idea. People are being influenced by their peers, environments, and communities. Next, triggers refer to the stimulation that reminds people to think about the related things. Additionally, our feeling could drive the way how we perceive things. Publicity helps making the products or ideas more popular because it makes things more observable to imitate. Practical value indicates the usefulness of certain things. Therefore, when things become more practical value, we are likely to share with others because we believe it will benefit others just like how it benefits to ourselves. Lastly, the stories are impacted tools to use in marketing. When a product has a memorable story, it …show more content…

When I shop at the Shiseido Cosmetics store, I am more likely to consume more because they will give me a VIP card if I spent over certain amount of money. I rather buy more even though I don’t need it because I want to become their VIP customer. After I receive my card, I can tell my friends to come here because I am a VIP customer, and we get more free samples in here. When people talk the product to their friends and family, they are helping the company to advertise for free. The company does not offer additional discount, but the customer wants to be look good for their consumer status, so they spread the word around. Hence, social incentive is effective in the long

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