Contagious Why Things Catch On, by Jonah Berger
Bestbookbits
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The Importance of Social Proof
When people are free to do as they please, they usually imitate one another. We look to others for information about what is right or good to do in a given situation. Social proof shapes everything from the products we buy to the candidates we vote for. Most viral videos are made by adolescents and watched by adolescents. People like to pass along particular useful information. News others can use. Information practical value helps make things contagious.
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