Jonah Berger
Contagious
Why do some products, ideas, and behaviors spread while similar ones disappear? Jonah Berger’s Contagious presents six principles—social currency, triggers, emotion, public visibility, practical value, and stories—and shows how they shape word of mouth, sustained attention, imitation, and useful action. The framework also clarifies why visibility, usefulness, or virality can misfire.
7 chapters
Magic Words
Magic Words examines how small choices in grammar, confidence, questions, specificity, emotion, and similarity change how people act, connect, and judge credibility. It asks when ordinary wording becomes influential—and what language reveals about its users and institutions—offering a context-sensitive framework for communicating more effectively and reading language more critically.
7 chapters