Why Things Catch On
By Jonah Berger
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Wharton marketing professor Jonah Berger has spent the last decade studying why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission.

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