SYSK Choice: Why Things Catch On & The Art and Science of Logic

Emotional Impact

Jonah Berger, a professor at the Wharton School, explains how emotions influence the sharing of content. He notes that while sadness tends to decrease sharing, emotions like anger and anxiety, despite being negative, actually increase it due to their activating nature 1. This physiological arousal drives people to share content that evokes strong emotions, whether positive or negative. Berger highlights the importance of understanding these emotional triggers in crafting content that resonates and spreads 2.

It's not about whether emotions are positive or negative, whether they power us up or they power us down.

--- Jonah Berger

He emphasizes that high-arousal emotions, such as humor and excitement, also play a significant role in the virality of content.

   

Environmental Triggers

Berger discusses how environmental triggers can significantly influence the sharing of content. He uses the example of the Geico "hump day" ad, which saw spikes in sharing every Wednesday due to its association with the day, demonstrating how triggers can keep content top of mind 3. By linking products to frequent environmental cues, companies can increase their visibility and shareability. Berger also highlights the success of Kit Kat's campaign linking the candy to coffee, which led to a significant increase in sales by associating it with a common daily ritual 4.

If something's top of mind, it's much more likely to be tip of tongue.

--- Jonah Berger

This strategy underscores the power of strategic associations in marketing.

   

Word of Mouth

Word of mouth is a powerful tool in spreading ideas and products, often outperforming traditional advertising. Berger explains that word of mouth is trusted more because it comes from peers rather than companies trying to sell something 5. This trust, combined with the targeted nature of personal recommendations, makes word of mouth highly effective. He shares the story of how Vietnamese manicurists came to dominate the industry through word of mouth, illustrating its profound impact on various sectors 6.

Word of mouth shapes everything. It shapes the products we buy.

--- Jonah Berger

Understanding the science behind word of mouth can provide insights into why certain things catch on.