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How Ideas Spread Lecture
How Ideas Spread
Written by: 
The Great Courses, Jonah Berger
Narrated by: 
Professor Jonah Berger
How Ideas Spread Lecture

How Ideas Spread

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Publisher's Summary

What makes one novel a bestseller, while a similar work languishes unnoticed? Why are the same few baby names suddenly everywhere? Why is everyone talking about that viral video?

Welcome to the science of social epidemics: the cutting-edge study of why some ideas, products, and concepts spread wildly, while others quickly flame out.

Anyone who has something to sell, a cause to promote, or a message to spread knows that there are obstacles in creating a message that resonates, spreads, and sticks to make their product or idea the word on the street.

Enormous sums of time and money have been spent trying to answer the question of why some ideas catch on. And not only is it an ever-present challenge for businesses, governments, and organizations, but it has long been a source of inquiry for psychologists, economists, and sociologists as well.

Now, in How Ideas Spread, discover what researchers studying the science of social transmission have learned. Taught by Jonah Berger - a best-selling author, expert in social dynamics, and faculty member at the Wharton School - this enlightening course draws on lessons from business, social psychology, economics, and popular culture to give you the cross-disciplinary tools necessary to identify and promote contagious ideas that last.

Across 12 half-hour lectures filled with absorbing stories and intriguing information, you'll learn the psychological and sociological mechanisms that lead products, ideas, and behaviors to catch on, plus specific techniques that can be applied in your personal and professional life, whatever your field or interest. Listen to one powerful case study after another to find out how to leverage three main concepts—individual psychology, social influence, and social networks—to design infectious messages. Whether you're a professional seeking guidance on crafting products and messages that grab hold, or you just want insights into how viral trends work, this course will open your eyes to the power of contagious ideas.

PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your Library section along with the audio.

©2014 The Great Courses (P)2014 The Teaching Company, LLC

What Members Say

Average Customer Rating

4.2 (496 )
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Performance
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  •  
    Fabrizio 03-30-15
    Fabrizio 03-30-15
    HELPFUL VOTES
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    "Great informative content at the cost of a few ads"

    Berger delivers great readily actionable knowledge based on social psychology and other studies and the only problem with the exposition is that some examples are obviously sponsored (JetBlue I am looking at you), although the concepts expressed are still valid.

    One of the most memorable moments of How Ideas Spread was when it explained how flashy logos on apparel and accessories define you as a lesser person in the eyes of those who are really into fashion and how this is part of a cyclical behavior in the fashion market.

    There are many things to learn from How Ideas Spread that I would use in my daily life, actually almost all of it, but first of all not to spend any effort and even less money, looking for the attention of an influencer.

    23 of 24 people found this review helpful
  •  
    Faraz Rabbani Mississauga, ON, Canada 05-24-15
    Faraz Rabbani Mississauga, ON, Canada 05-24-15 Member Since 2015
    HELPFUL VOTES
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    "Clear, well-structured, compelling"

    The presentation if this course was clear. The ideas were well-structured, the explanation practical and practically demonstrated through life stories and examples...

    Compelling!

    8 of 8 people found this review helpful
  •  
    T. Purcell 04-29-15
    T. Purcell 04-29-15
    HELPFUL VOTES
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    "Basically a live rendition of Contagious"

    I was hoping for some more content in addition to Contagious. However, I really enjoyed the author's narration.
    If you haven't read/listened to Jonah's other book, this lecture series will be fascinating.
    I'm glad I listened to this and would like to read more of Dr. Berger'a work.

    22 of 24 people found this review helpful
  •  
    Marcia 12-31-14
    Marcia 12-31-14 Member Since 2014
    HELPFUL VOTES
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    "Really good information"

    This book is actually better than I anticipated. Excellent research. I would highly recommend this to any marketing person. Thanks

    10 of 13 people found this review helpful
  •  
    Neko Israel 05-22-15
    Neko Israel 05-22-15 Member Since 2014

    Neko

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    "Good but not very original"

    Ideas already familiar from other books on the subject and related subjects, relatively shallow overview with little actionable takeaways. Recommend only if have no knowledge of the subject at all.

    14 of 19 people found this review helpful
  •  
    serine 02-14-16
    serine 02-14-16 Member Since 2011
    HELPFUL VOTES
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    "Very clear and engaging"

    I loved this lecture series. It was much shorter than other lecture series I have listened to (only 5 hours). Berger was extremely clear and used excellent data from interesting studies. This was some of the best stuff I remember from my undergraduate days studying cognitive neuroscience. Why ideas spread definitely fits into the notion of "sexy science."

    No prerequisite needed. Berger makes it simple yet thorough.

    1 of 1 people found this review helpful
  •  
    G. Baker US 12-28-14
    G. Baker US 12-28-14 Member Since 2012

    Independant traveler

    HELPFUL VOTES
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    "Food for thought"

    A Great Course should be food for thought or enlightenment. This delivered. The author and narrator are great at conveying the themes and I learned things and have a different perspective. But I wanted more new ideas too.

    12 of 18 people found this review helpful
  •  
    A. Haase Denver, CO United States 06-17-16
    A. Haase Denver, CO United States 06-17-16 Member Since 2015
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    "Marketing 101"

    Good coverage of what motivates a typical person and what techniques are used in promoting ideas and products.

    0 of 0 people found this review helpful
  •  
    Vera Stein 05-01-16
    Vera Stein 05-01-16
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    "Narrator was soooo repetittive!"

    I thought I would really like this book, but the narrator was annoying and spoke in a sing-songy manner. Very elementary in concept and delivery.

    0 of 0 people found this review helpful
  •  
    Roy 04-04-16
    Roy 04-04-16 Member Since 2015
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    "Very easy to understand yet still makes you think."

    The narrator was really good at explaining thoughts and ideas to the everyday listener. Very good.

    0 of 0 people found this review helpful
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  • CC
    Scotland
    6/9/15
    Overall
    Performance
    Story
    "Very interesting and useful"

    I thoroughly enjoyed this. I listened to loads of audio books and few are as interesting as this one.

    1 of 1 people found this review helpful
  • stryder
    4/21/16
    Overall
    Performance
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    "Very useful"

    Good short series of lectures looking at psychology and sociology of communication, tech and marketing.

    0 of 0 people found this review helpful

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