Why do some ideas and products catch on while others fall flat? Using scientific research and familiar examples, Wharton marketing professor Jonah Berger explains the six integral principles (STEPPS) for creating "contagion": social currency, triggers, emotion, public awareness, practical value, and stories. While the material is engaging from the start, listeners should prepare themselves for narrator Keith Nobbs's initial hesitancy. Soon though, Nobbs's flatness and slow pace give way as he embraces the spirited narrative, which balances detailed research and anecdotal evidence. His comfortably paced, emphatic delivery enables listeners to consider an abundance of information in anticipation of forthcoming conclusions. The result is a wonderful give-and-take that will cause listeners to periodically raise their eyebrows in surprise or nod their heads in agreement. A.S. © AudioFile 2013, Portland, Maine [Published: MARCH 2013]
Trade Ed. • Simon & Schuster Audio • 2013
CD ISBN 9781442359376 $29.99 • Six CDs
DD ISBN 9781442359383 $17.95
Library Ed. • Recorded Books •
CS ISBN 978-1-4703-3440-6 $77.75 • Seven cassettes
CD ISBN 978-1-4703-3439-0 $77.75 • Seven CDs
DD ISBN 978-1-4703-3441-3 $70.00
Trade Ed. • Simon & Schuster Audio • 2013
CD ISBN 9781442359376 $29.99 • Six CDs
DD ISBN 9781442359383 $17.95
Library Ed. • Recorded Books •
CS ISBN 978-1-4703-3440-6 $77.75 • Seven cassettes
CD ISBN 978-1-4703-3439-0 $77.75 • Seven CDs
DD ISBN 978-1-4703-3441-3 $70.00
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