Unibook Club Reviews: “Contagious” by Jonah Berger

Welcome to the Unibook Club, where avid readers and knowledge seekers gather to explore the most captivating literary gems of our time. In our latest rendezvous, we dived into the enthralling world of “Contagious” by Jonah Berger — a book that uncovers the secrets of making ideas and products go viral.

The Unibook Club Experience

The Unibook Club is a celebration of curiosity and a quest for knowledge. Through the shared love for reading, we ignite insightful discussions and gain valuable takeaways that elevate our personal and professional growth.

During our recent Unibook Club meeting, we delved into “Contagious” by Jonah Berger—an exploration of why certain ideas, products, or messages spread like wildfire while others languish in obscurity.

Unveiling the Key Concepts of “Contagious”

In “Contagious,” Jonah Berger, a renowned marketing professor and expert on consumer behavior, unlocks the six principles that underpin the contagiousness of ideas:

1. Social Currency: People tend to share things that make them look good or enhance their social status. Ideas that offer a sense of exclusivity or insider knowledge are more likely to be passed on.

2. Triggers: Certain stimuli or cues can trigger conversations and sharing of ideas. Ideas that are easily associated with daily experiences or events have a higher chance of becoming viral.

3. Emotion: Content that evokes high-arousal emotions, such as awe, joy, or excitement, is more likely to be shared. Emotionally charged ideas resonate deeply and compel people to spread the word.

4. Public: People are more inclined to imitate behaviors or ideas that are visible to others. Making products or experiences publicly visible can increase their chances of being shared.

5. Practical Value: Ideas that offer practical utility or value are highly shareable. If an idea solves a problem or helps people in their everyday lives, they are more likely to share it with others.

6. Stories: Narratives and stories are powerful drivers of virality. Ideas that can be easily wrapped in compelling stories are memorable and easily shareable.

Why “Contagious” Matters for Unibo

As Unibo’s content manager, I can confidently say that “Contagious” aligns seamlessly with our mission of empowering brands with tools that drive success. Understanding the principles of contagiousness outlined in the book can immensely benefit Unibo and our clients:

1. Crafting Viral Campaigns: By incorporating the six key principles from “Contagious,” Unibo can assist our clients in crafting marketing campaigns that have the potential to go viral, reaching a wider audience and increasing brand visibility.

2. Leveraging Emotion and Stories: Unibo can help our clients tap into the power of emotions and storytelling, making their brand messages more relatable, memorable, and shareable.

3. Building Social Currency: With Unibo’s support, our clients can design promotions that provide users with a sense of social currency, encouraging them to share and engage with their brand.


“Contagious” by Jonah Berger proved to be an eye-opening read for the Unibook Club, unveiling the underlying mechanics of viral ideas. We are excited to integrate the insights from this book into our strategies at Unibo, empowering our clients to create contagious campaigns that capture the hearts and minds of their audiences. Join us on this journey of knowledge, growth, and the quest for extraordinary ideas that spread like wildfire.

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