Contagious Why Things Catch On Summary
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The Rules of Contagion
One of the Best Books of 2020 — Financial Times One of the "Most 2020 Books of 2020" — Washington Post One of the Best Science Books of 2020 — The Times of London One of the Best Science Books of 2020 — The Guardian From ideas and infections to financial crises and fake news, an "utterly timely" look at why the science of outbreaks is the science of modern life These days, whenever anything spreads, whether it's a YouTube fad or a political rumor, we say it went viral. But how does virality actually work? In The Rules of Contagion, epidemiologist Adam Kucharski explores topics including gun violence, online manipulation, and, of course, outbreaks of disease to show how much we get wrong about contagion, and how astonishing the real science is. Why did the president retweet a Mussolini quote as his own? Why do financial bubbles take off so quickly? Why are disinformation campaigns so effective? And what makes the emergence of new illnesses -- such as MERS, SARS, or the coronavirus disease COVID-19 -- so challenging? By uncovering the crucial factors driving outbreaks, we can see how things really spread -- and what we can do about it. Whether you are an author seeking an audience, a defender of truth, or simply someone interested in human social behavior, The Rules of Contagion is an essential guide to modern life.
Invisible Influence
In Invisible Influence, the New York Times bestselling author of Contagious explores the subtle influences that affect the decisions we make—from what we buy, to the careers we choose, to what we eat. “Jonah Berger has done it again: written a fascinating book that brims with ideas and tools for how to think about the world.” —Charles Duhigg, author of The Power of Habit If you’re like most people, you think your individual tastes and opinions drive your choices and behaviors. You wear a certain jacket because you liked how it looked. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. Right? Wrong. Without our realizing it, other people’s behavior has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous. Even strangers have an impact on our judgments and decisions: our attitudes toward a welfare policy shift if we’re told it is supported by Democrats versus Republicans (even though the policy is the same). But social influence doesn’t just lead us to do the same things as others. In some cases we imitate others around us. But in other cases we avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don’t want to look like a soccer mom. By understanding how social influence works, we can decide when to resist and when to embrace it—and learn how we can use this knowledge to exercise more control over our own behavior. In Invisible Influence, Jonah Berger “is consistently entertaining, applying science to real life in surprising ways and explaining research through narrative. His book fascinates because it opens up the moving parts of a mysterious machine, allowing readers to watch them in action” (Publishers Weekly).