REVIEW: "Contagious. Psychology word of mouth, "Jon Berger

It is logical to assume that the negative reviews are bad for the sale of goods and services. But this is only a superficial view. What if I tell you that negative comments have a positive effect in the case of books? Negative reviews on the book new or little-known authors to increase sales by an average of 45%. Bad advertising is also advertising!

Jon Berger

Jon Berger - a young professor of marketing at the Wharton School at the University of Pennsylvania. He has published dozens of articles in the most prestigious scientific journals. Berger has been awarded for achievements in scientific work and teaching, and also received the title of "Iron professor" Wharton.

Negative attention to the product benefit if the thought of it still in your head. Bad review of the book "Catching"From me you will not see, but learn how to do so, to talk about your products or services. Jonah Berger, author of the book identifies six principles of contagion. Not necessarily use them all, but the more principles used at the same time, the greater the chance to create a pretext for talking about your product.

So, here are the six principles:

social currency - to get him to talk about the product, feed information to enable the other party to build its own attractive image.

What we are talking, as well as clothes or a car, forms an impression about us.

triggers - serve product information and ideas so that the environment are thinking about them.

The more often something comes to mind under the influence of triggers, the more there mysley̆ about the product, and the more successful it becomes.

emotions - iPhone in a blender surprises. The phenomena that cause emotions spread. Do not go on about functionality, focus on feelings.

Sharing emotions, we are able to maintain communications.

Copying society - fasten the behavioral patterns that distinguish a person and after he bought a product or supported the idea.

Behavior - public and of thought - personal.

The practical value of - underline the incredible value of what is offered in cash or in another form.

People are divided almost tsennoy̆ informatsiey̆ to help others.

Stories - to introduce products and ideas in the history of that people will want to repeat. People are less likely to challenge the story than advertising.

History save time, eliminate the vain attempts and give people the necessary knowledge, because it is easier to just remember.

I was very surprised by the information that Only 7% of personal recommendations based on the Internet. This means that the remaining 93% of the recommendations transmitted by word of mouth. Over a cup of tea, for lunch break, waiting in line for shopping, commuting to work. Make the right conclusions.

The book will be useful to everyone in general. It does not matter what you sell, a blog or a lead you have a hobby. We all have ideas or products that may become popular.

"Catching. Psychology word of mouth, "Jon Berger

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