Wharton Professor Jonah Berger talks about his book, Contagious: Why Things Catch On. The book details six key steps to drive people to talk and share. STEPPS is an acronym for:
- Social currency:, It’s all about people talking about things to make themselves look good, rather than bad
- Triggers: which is all about the idea of “top of mind, tip of tongue.” We talk about things that are on the top of our heads.
- Emotion: When we care, we share. The more we care about a piece of information or the more we’re feeling physiologically aroused, the more likely we pass something on.
- Public: When we can see other people doing something, we’re more likely to imitate it.
- Practical value: Basically, it’s the idea of news you can use. We share information to help others, to make them better off.
- Stories: how we share things that are often wrapped up in stories or narratives.
Via ‘Contagious’: Jonah Berger on Why Things Catch On – Knowledge@Wharton.